BRISTOL FARMS' PRESIDENT LEARNS EXPANSION LESSON

LOS ANGELES -- A niche retailer must define its goals and stay within those parameters as it expands, Kevin Davis, chairman, president and chief executive officer of Bristol Farms, told an audience of corporate development executives here.

That's a lesson the company learned a couple of years ago, Davis recalled, when it tried to lower prices to make its stores more attractive to a broader customer base.

"We found we could charge less and increase sales by re

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