For Spanish 
Go Back (to archives)It's impossible to miss the new store Números on Kino Blvd. Painted a bright yellow, with big windows and a neon sign that says "Abierto" (Open), it stands out. The store, which has 370 sq.meters (over 4000 sq. ft.) of floor space, just opened April 1, but already it is doing lots of business.
We talked to Números's owner José Angel Muñoz, who has been in this business both as an employee and as an owner for 10 years. Although he was born in Sinaloa, he has lived in Puerto Peñasco for 30 years. He began by working for others; then later, with a partner, he started Salmo's, a retail store similar to Kresge's or Woolworth's in the U.S. Salmo's has done very well. When we opened the El Futuro print shop on Calle Sonora right next door to it, we could see it was a good location and had lots of traffic going past.
José told us that about 2 years ago he sold his interest in Salmo's to his sister and got out of the retail trade. He tried other endeavors in Mexico City and Guadalajara, but found he didn't like the business mentality that prevailed in those places, so he came back here and opened Números.
He was looking for a good location, but couldn't find one he liked. Then he saw a very small sign on a lot saying For Sale with a phone number in another city. He called right away, and the result was that he bought the lot. It's a large lot with room for the store and also abundant parking.
We learned from José that the name Salmo's came from his partner's name, Salvador, and his own nickname, Mono: SAL-MO. But more that that, Jose is a devout Christian, a member of the Church of God, and he liked the name because it is the name of a book of the Bible (Psalms). When he was looking for a name for the new store, he was reading his Bible and came to the book of Numbers (Números in Spanish). He thought it was appropriate for a name because Numbers shows the guidance of God to the Israelites in the desert. Likewise God's guidance here in the desert of Sonora was something José felt and wanted to express.
Números is also an appropriate name because of the large numbers of items for sale. The store has a good selection of housewares--dishes, plastics, appliances, and ice chests. At the time we were there, a huge shipment of plastic chairs had just come in, and they were on sale for a very low price. José also carries some hardware items and some automotive supplies like jumper cables and floor mats. He intends to expand gradually to include a much larger range of merchandise. One thing he expects to have soon is more toys.
José and his brother Cooper, who is his business partner, go to Los Angeles 4 or 5 times a month to buy merchandise and bring it back. Because Puerto Peñasco is in the Free Zone, they can import it without paying exorbitant rates. But José says they always use a customs broker because the rules are so complicated and keep changing all the time.
Números has both Mexican and American customers, as we saw for ourselves. We pointed out to José that Americans are used to large shopping plazas with plenty of parking, and so the fact that Números has a paved parking lot is something that appeals to them. José is planning to extend his appeal with senior discounts and various kinds of specials.
José is married, and his wife, Karen Lizarraga, helps in the store. They have three children: Katia, 12, Aldo, 11; and Andrea, 6. One of José's nieces, an attractive young woman, was behind the cash register. Like so many in Puerto Peñasco, this is a family business. Números has 6 employees at present and expects to increase gradually to 12.
Números is a new business with great possibilities. We expect to see it grow and flourish in the months and years to come. As the psalm says (or is it Isaiah?), "The desert shall blossom as the rose."
For Spanish
Go Back (to archives)
