Stainless steel chopsticks. Sushi rolling sheets. Japanese dishes. Apparently inexpensive Asian knickknacks and food are in high demand at Daiso Japan, a new tenant in the Fallbrook Center. The 6,500-square-foot value store, which opened in November, has become a revolving door for customers searching for inexpensive kitchenware, household products, sporting goods and more. “There is a lot of stuff here, and I think it’s clean, bright and more visually appealing,” said Michelle Abbinanti, a customer who has driven from her Ventura home twice to shop. “It makes it different and fun, a little unique.” The location at the 6633 Fallbrook Avenue center is one of 28 in the Los Angeles area for the growing Japanese competitor to Commerce-based discount chain 99 Cents Only Stores, including shops in Orange and Westchester opening this month. The chain was founded in 1977 and opened its first U.S. store in 2005 in Washington. Now, Daiso Industries Co. Ltd., the Hiroshima parent of Daiso California LLC in Hayward, has 2,800 locations in Japan and 860 foreign stores in 26 countries, including 42 in the United States. The company recorded about $3.6 billion in worldwide sales last year. The local store, like others, features walls painted in bright pink with rows of shelves stocked full of thousands of products with Japanese and English labels. Prices are $1.50 unless otherwise marked. Yoshi Murata, a Daiso vice president, said that the company has aggressive U.S. expansion plans and one day would like to become as well-known as Target Corp. or Wal-Mart Stores Inc. “By a year from now we are expecting to open 100 stores,” Murata said. “We may have to do more regional marketing and branding for sure. We still see customers come in for the first time and people say they don’t know what Daiso is.” – Champaign Williams
