Deals4Less opens second Fresno store near Costco, Home Depot on Herndon Avenue

Deals4Less is planting a second Fresno flag in one of the city’s busiest shopping corridors, opening a liquidation store at 48 E. Spruce Ave. near Costco and Home Depot off Herndon Avenue by Highway 41. The new location gives the discount retailer a more visible foothold in northeast Fresno, where large anchor stores already pull steady traffic and where shoppers are often looking for lower prices on household staples.

The grand opening was set for Saturday, April 25, with store hours advertised from 10 a.m. to 7 p.m. daily and a free gift for opening-day visitors. Deals4Less is leaning hard into the kind of merchandise that can make a difference for families stretching paychecks: electronics, toys, home goods and sporting equipment sold at 50% to 90% below market value, according to the company’s website. The store also says it receives weekly shipments from Lowe’s, Costco, Target, Amazon, Walmart, Sam’s Club and Home Depot, and says 90% of its products have never been opened.

Owner and CEO Edwan Dablan, a Selma native and former construction worker, built the business with help from his wife, children and childhood friends. His first Fresno store opened at 1950 S. Van Ness Ave. at the end of 2022, after the company filed its Fresno corporation on Dec. 23, 2022. Dablan has said the concept is meant to help shoppers squeezed by inflation and chasing better prices on everyday purchases. “I’ve seen how we’re slipping into a recession and everybody needs to get better deals,” he said.

That message fits the broader consumer mood in Fresno County, where housing, groceries and household costs have kept pressure on budgets. The Fresno housing market area has about 1.20 million people, according to U.S. Department of Housing and Urban Development estimates, giving discount retailers a large pool of price-sensitive shoppers to target. Deals4Less is also offering financing, which could make larger buys, especially furniture, more accessible for customers who cannot pay all at once.

The move also says something about the Herndon corridor itself. Retail growth there has become a major local development story, including the approved but later legally challenged northwest Costco relocation near Herndon and Riverside. For Deals4Less, choosing this stretch of Fresno is a business bet on high traffic and a market that still rewards deep discounts, a formula that has already taken the company from a downtown storefront to a second location in less than three years.