Conventional wisdom once was that as Apple expanded its retail footprint, Apple resellers would fall by the wayside.  And that has happened to a certain extent, plus stores like CompUSA and Circuit City have folded.

Fortunately, other retailers have been able to succeed alongside Apple by offering differentiated services.

One of our favorite Apple resellers, MacMall, is expanding their retail stores to Huntington Beach, California this Saturday and Chicago, Illinois in the coming months. Currently, the retailer has a booming online store coupled with two retail stores in Santa Monica and Torrance that are also seeing success, the company said in a press release sent out today. The Huntington Beach store opens this Saturday, December 10th with some pretty killer deals (seen after the break). MacMall’s Chicago store, located 321 West Grand Avenue, will be seeing a later January/February opening.

We hear that MacMall is even shopping for some space in Manhattan, alongside one of our other favorite resellers, Tekserve.

MacMall, naturally can offer more to customers than Apple Stores with their unscheduled technical support, broader range of accessories (even a few PCs and Android tablets), and most importantly “online prices in a retail store”. We often tip you guys on MacMall’s awesome deals, so we’re certainly familiar with some of the deals they carry.  As you can see below, they offer so many more accessories than an Apple Store (iPhone Alarm Clocks, standalone GPS, Photoframes, Cameras, etc, etc).

MacMall says Apple has encouraged them to keep expanding to more stores and with over $100 million in Apple product sales this year, that isn’t hard to believe.

At the Huntington Beach store’s grand-opening on Saturday, the first 300 people to visit the store will be entered to win free Apple TVs, MacBook Airs, iPod touchs, and iPod Nanos. Early shoppers will have a 1 in 22 chance of taking home some free holiday gifts.

Press release and circular follow:

MacMall Announces Grand Opening of New Retail Store In Huntington Beach

Grand Opening features $3,500 giveaway including MacBook Air, iPod Touch and more

El Segundo, Calif., Dec. 6, 2011 —MacMall, a leading authorized reseller of Apple products and a brand of a PC Mall, Inc. subsidiary (NASDAQ: MALL), today announced that the grand opening event for its new retail store located at 16929 Beach Blvd., Huntington Beach, Calif. will be held on Saturday, Dec. 10, 2011. The event will feature a 10 a.m. ribbon cutting with local Chamber of Commerce officials, including outgoing Huntington Beach mayor Joe Carchio, incoming Huntington Beach mayor Don Hansen, and council member Connie Boardman. The first 300 people to visit the store will be entered into a drawing to win one of several hot technology products valued at over $3,500 in total, including a MacBook Air, three iPod touch players, five iPod nanos, and five Apple TVs. The store will open at 9 a.m. and the MacBook Air drawing will be held at 10 a.m., immediately after the ribbon cutting. Throughout the day there will be additional drawings for iPad and Mac accessories, product demos, and special discounts. The first 100 people who purchase will also receive a free gift bag.

The new store will be MacMall’s third in the Southern California market, and follows the successful launch of a new flagship store in Torrance in February 2010. The company also has a store in Santa Monica and plans to open a store in Chicago in early 2012. Each MacMall store offers a deep selection of Mac- and PC-based products, high end consumer electronics including the Apple iPad and iPod, in-house technical experts that provide Apple Authorized Service, free seminars, and on-site repair service.

“We are delighted to officially welcome customers to our new Huntington Beach location, in time for them to take advantage of our expertise and great deals this holiday season” said Dan DeVries, president of MacMall. “We are pleased to expand our presence in Southern California. Our new location will help us to better meet consumers’ demands for leading edge technology and consumer electronics products and on-site repair services.”

MacMall has operated an online Apple Superstore since 1995 at http://www.macmall.com.

About Mac Mall:

MacMall, a brand of a PC Mall, Inc. subsidiary, is a leading direct marketing reseller of Apple computers. MacMall works closely with Apple and hundreds of other manufacturers to bring customers low prices on a large selection of Apple computers, Mac software, Mac accessories, iPods, iPod accessories, iPhone accessories, consumer electronics and more. MacMall offers 24/7 pre and post sales telephone support and can take orders up until 10 pm Eastern time for delivery the next day. In addition, MacMall offers custom configurations, including the installation of Microsoft Windows on Apple computers, free iPod

engraving and cash back rebates on Apple computers. MacMall offers products and services through http://www.macmall.com, through 1-800-MACMALL and via retail stores located in Torrance, Santa Monica, and Huntington Beach, California.

About PC Mall, Inc.:

PC Mall, Inc., through its wholly-owned subsidiaries, is a leading value added direct marketer of technology products, services and solutions to small and medium sized businesses, mid-market and enterprise customers, government and educational institutions and individual consumers. PC Mall brands include: PC Mall, PC Mall Gov, Sarcom, MacMall, Abreon, NSPI, eCost and OnSale. In the twelve months ended September 30, 2011, we generated approximately $1.5 billion in revenue and now have over 3,000 employees, over 64% of which are in sales or service positions. For more information please visit pcmall.com/investor or call (310) 354-5600.

Forward-looking Statements

This press release may contain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Such forward-looking statements include statements regarding our expectations, hopes or intentions regarding the future; including, but not limited to expectations or statements relating to expanded business models and opportunities and benefits of our investments in these business models and markets, or expectations or goals for sales growth of operating leverage, including without limitations related to our retail stores. Forward-looking statements involve certain risks and uncertainties, and actual results may differ materially from those discussed in any such statement. Factors that could cause our actual results to differ materially are discussed under the heading “Risk Factors” in Item 1A, Part II of our Form 10-Q for the quarterly period ended June 30, 2011, on file with the Securities and Exchange Commission, and in our other reports filed from time to time with the SEC. All forward-looking statements in this document are made as of the date hereof, based on information available to us as of the date hereof, and we assume no obligation to update any forward-looking statements.

Contact: Tila Pacheco Tila PR 714.256.8452 (office) 714.742.2698 (cell) tila@tilapr.com

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