The stores reflect a discount-store format with selection and value. A major focus is multi-cultural consumers, especially Hispanics. All store signs are in English and Spanish, with an ethnic hair care department and a large selection of Milani cosmetics, a growing brand for ethnic women. Fragrances are also provided at Essentials including designer fragrances.
The company projects significant growth with 100 more stores to open this year and 400 by 2007. Many of the stores are conversions of existing K-Mart units. Essentials stores are already in 12 states—Arizona, California, Florida, Illinois, Kentucky, Maryland, Michigan, New Hampshire, New Jersey, Pennsylvania, Tennessee and Virginia.