Mor Furniture for Less opening 23rd store today

Clint Engel -- Furniture Today, March 1, 2012

RANCHO CUCAMONGA, Calif. — Mor Furniture for Less is continuing its aggressive West Coast expansion with the opening of a store here today, the 23rd showroom for the San Diego-based Top 100 company.

The store, off Interstate 15, is Mor's seventh Southern California showroom and the third in the area known as the Inland Empire, a market the retailer first entered with the opening of stores in Moreno Valley and Murrieta, Calif., in 2009.

It also follows the announcement last month by Jerome's Furniture, a Top 100 competitor, reporting its acquisition of the former Linder's Furniture store in Rancho Cucamonga and planned opening of a 41,000-square-foot store here in mid-April.

In a release, Mor said it wants "to usher in a new influence and the best value in home furniture shopping, with the simple concept of offering the lowest prices on quality furniture every day," and said the store will include a full line of living room, bedroom, and dining room furniture.

With the opening of its 22nd store in Richland, Wash., in November, the retailer listed key suppliers including Legacy Classic, Home Meridian, ManWah/Cheers, Robert Michaels, New Classic and Tempur-Pedic, Serta, Simmons and Sherwood in bedding.

The new store also offers free popcorn, fresh-baked cookies, soda and coffee for customers, the company said.

Mor was No. 30 on Furniture/Today's most recent survey of Top 100 U.S. Furniture Stores, with 2010 sales of $230.9 million at 20 stores California, Arizona, Oregon, Washington, Idaho, New Mexico and Nevada.