ABC Warehouse

ABC Warehouse is an American retail chain headquartered in Pontiac, Michigan. The business primarily sells household appliances and consumer electronics, while also offering furniture and mattresses as part of its broader home-retail assortment. Its stores operate in a warehouse-oriented retail format, reflected in the brand name and its long-running advertising motto, “The Closest Thing To Wholesale.” The chain was founded in 1963 by Gordon Hartunian, who opened the first store in a former warehouse in Center Line, Michigan. Hartunian had previously worked for Hot & Cold, an appliance retailer whose Detroit-area stores later closed. The company subsequently expanded within Michigan, opening a store in Pontiac and another in Flint by 1980. This early growth established ABC Warehouse as a regional rather than national retailer, with its business concentrated in the Great Lakes area. ABC Warehouse’s core merchandise has historically consisted of major household appliances and consumer electronics. The appliance business includes products for the home, while electronics broaden the chain’s appeal to customers seeking entertainment, communications, and other consumer technology products. In more recent years, the retailer expanded into mattresses and furniture, including products associated with brands such as Sealy and Lane. These additions positioned ABC Warehouse more broadly as a home-goods destination rather than solely an appliance and electronics specialist. The company’s retail network has also included related banners. According to the referenced encyclopedia material, ABC Warehouse operates 42 stores across Michigan, Ohio, and Indiana, alongside 16 Mickey Shorr Mobile Electronics stores and two Hawthorne Home Appliances & Electronics stores. The related banners extend the group’s presence into mobile electronics and additional appliance-and-electronics retail formats, although the available material does not establish a separate corporate ownership structure for each banner. Advertising has been an important part of ABC Warehouse’s regional identity. During the 1980s, the chain used the Ernest P. Worrell character in television advertising and distributed paper Ernest masks to children in stores. During the 1990s, commercials featured the “ABC Warehouse Employees Choir,” which performed original promotional songs, including “Price Protection,” set to the melody of “Alouette.” From the late 1990s through the late 2000s, founder Gordon “Gordy” Hartunian appeared in humorous advertisements known as the “Gordyisms” campaign. These promotions emphasized personality, price messaging, and local recognition rather than the more standardized presentation associated with large national chains. ABC Warehouse also participated in selected industry and financial initiatives. In 2007, it was one of 30 consumer-electronics retailers involved in an IBM program that tracked metrics concerning consumer application requests using information supplied by the National Telecommunications and Information Administration. In 2009, General Electric entered into a financial agreement with the chain to support its in-house ABC credit card. The available reference material does not provide enough information to determine the agreement’s value, duration, or continuing status. The available sources describe ABC Warehouse as an operating regional retailer but do not provide reliable information about its current chief executive, ownership, revenue, store-level performance, or official website address. Its documented identity is therefore best understood as a privately held, Great Lakes-focused retail brand built around appliances and electronics and broadened over time into furniture and mattresses.

ABC Warehouse was established in 1963 by Gordon Hartunian, an appliance-retail professional who had previously worked for Hot & Cold, a retailer that eventually closed its Detroit stores. Hartunian opened ABC Warehouse’s first location in a former warehouse in Center Line, Michigan. The choice of premises helped shape the company’s warehouse-style identity and value-oriented presentation. The business expanded in Michigan during its early decades. By 1980, Hartunian had opened a second location in Pontiac and a third in Flint. Pontiac later became the company’s headquarters, anchoring the chain in southeastern Michigan while its store network developed across the surrounding Great Lakes region. The available source material does not document every store opening or subsequent ownership change, but it describes the company as operating across Michigan, Ohio, and Indiana. ABC Warehouse’s original business centered on household appliances and consumer electronics. Its assortment was later broadened to include furniture and mattresses, with referenced products from Sealy and Lane. The expansion moved the retailer toward a wider home-furnishings proposition while retaining appliances and electronics as its defining categories. The company also operates or has operated related retail banners, including Mickey Shorr Mobile Electronics and Hawthorne Home Appliances & Electronics. The cited material identifies 42 ABC Warehouse stores, 16 Mickey Shorr Mobile Electronics stores, and two Hawthorne locations, although it does not provide a date-stamped store count or clarify whether those figures remain current. Marketing has played a notable role in the chain’s regional recognition. In the 1980s, ABC Warehouse used Ernest P. Worrell in television advertisements and offered children paper masks featuring the character. During the 1990s, the company’s commercials included the ABC Warehouse Employees Choir, which performed promotional songs such as “Price Protection.” From the late 1990s into the late 2000s, founder Gordon “Gordy” Hartunian became the central figure in a series of humorous commercials called “Gordyisms.” These campaigns connected the founder’s personality with the retailer’s value message and helped distinguish the chain in local broadcast advertising. The company also appeared in two documented industry and financial initiatives. In 2007, it was one of 30 consumer-electronics retailers selected for an IBM program measuring consumer application requests with data provided by the National Telecommunications and Information Administration. In 2009, General Electric signed a financial contract with ABC Warehouse concerning the retailer’s in-house credit card. The available source does not report the financial terms or later development of that arrangement. ABC Warehouse is described as an active regional retail chain, but publicly available material supplied for this dossier does not reliably identify its current executive leadership, precise ownership, revenue, or official web address. Its documented history is therefore strongest on its founding, Michigan origins, regional expansion, product diversification, advertising, and participation in selected retail and credit initiatives.

1. 2009General Electric credit-card agreement

   General Electric signed a financial contract with ABC Warehouse related to the retailer’s in-house ABC credit card.

   Source
2. 2007Participation in IBM retail metrics program

   ABC Warehouse joined a group of 30 consumer-electronics retailers participating in an IBM program involving consumer application-request metrics.

   Source
3. 1997Gordyisms campaign begins

   From the late 1990s through the late 2000s, founder Gordon Hartunian appeared in humorous television advertisements known as “Gordyisms.”

   Source
4. 1990Employees Choir advertising

   During the 1990s, commercials featured the ABC Warehouse Employees Choir performing promotional songs, including “Price Protection.”

   Source
5. 1980Early Michigan expansion

   By this year, the chain had added stores in Pontiac and Flint, expanding beyond its original Center Line location.

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6. 1980Ernest P. Worrell advertising era

   During the 1980s, ABC Warehouse used Ernest P. Worrell in television advertisements and distributed paper masks featuring the character to children in stores.

   Source
7. 1963First ABC Warehouse store opens

   Gordon Hartunian opened the first ABC Warehouse location in a former warehouse in Center Line, Michigan.

   Source
8. Expansion into furniture and mattresses

   The retailer added furniture and mattresses to its appliance and electronics assortment, with referenced products from Sealy and Lane.

   Source

A regional, warehouse-style home and consumer-electronics retailer offering appliance, electronics, furniture, and mattress products with a value-oriented wholesale-adjacent image.

• Household appliancesAppliances1963

  Household appliances are the historic core of ABC Warehouse’s retail proposition. The chain began as an appliance-focused business and continues to be identified primarily with home appliances. The available source does not provide a complete current assortment or identify specific models, but appliances remain central to the brand’s warehouse-style value positioning.

• Consumer electronicsConsumer electronics

  ABC Warehouse sells consumer electronics alongside appliances, serving customers seeking household technology and entertainment products. The source material does not establish a detailed list of current categories or brands. The related Mickey Shorr banner further extends the group’s presence into mobile electronics.

• FurnitureFurniture

  Furniture was added as the retailer broadened its assortment beyond appliances and electronics. The expansion supports ABC Warehouse’s positioning as a wider home-retail destination. The cited material does not specify the full range, store presentation, or current product mix.

• MattressesMattresses and bedding

  Mattresses form part of ABC Warehouse’s later home-goods expansion. Referenced offerings include products from Sealy. No reliable source in the supplied material identifies the complete mattress assortment or the date on which the category was introduced.

• Mobile electronicsMobile electronics

  Mobile electronics are associated with the related Mickey Shorr Mobile Electronics store banner, which the cited material describes as operating 16 stores alongside the ABC Warehouse chain. The available source does not provide a detailed product list or separate brand history.

• 1997Gordyisms

  Michigan · Ohio · Indiana

  Founder Gordon “Gordy” Hartunian appeared in a series of humorous advertisements built around the “Gordyisms” concept. The campaign ran from the late 1990s into the late 2000s.

  Outcome. The advertisements made the founder part of the brand’s public identity and supported ABC Warehouse’s regional value-oriented positioning.

  Source
• 1990ABC Warehouse Employees Choir

  Michigan

  ABC Warehouse commercials in the 1990s featured an employee choir singing promotional material, including a song called “Price Protection.”

  Outcome. The campaign reinforced the retailer’s local and humorous advertising style. No performance metrics are available in the supplied source.

  Source
• 1980Ernest advertising

  Michigan

  During the 1980s, ABC Warehouse used Ernest P. Worrell in television advertising and connected the campaign to in-store paper masks offered to children.

  Outcome. The campaign is documented as part of the chain’s regional television identity; the source does not quantify its commercial results.

  Source

• 2009Financial agreement for ABC in-house credit cardOther

  The retailer maintained an in-house ABC credit card and entered into a financial arrangement with General Electric.

  What changed. General Electric signed a financial contract with ABC Warehouse in connection with the retailer’s credit-card program.

  Aftermath. The available reference does not disclose the contract’s value, duration, or subsequent status.

  Source
• 2007Participation in IBM consumer-application metrics programStrategy

  ABC Warehouse was selected as one of 30 consumer-electronics retailers for an IBM program using data supplied by the National Telecommunications and Information Administration.

  What changed. The retailer participated in a program that tracked metrics concerning consumer application requests.

  Aftermath. The supplied source does not report specific operational changes or measurable outcomes for ABC Warehouse.

  Source
• Expansion into furniture and mattressesStrategy

  ABC Warehouse historically focused on appliances and electronics but sought a broader home-retail assortment.

  What changed. The chain added furniture and mattresses, including products from Sealy and Lane.

  Aftermath. The expansion broadened the brand’s product scope, although the source does not provide sales or store-performance results.

  Source

• 2009General Electric signs financial agreement supporting ABC in-house credit card

  General Electric entered into a financial contract with ABC Warehouse related to the retailer’s in-house ABC credit card. The available source does not specify the agreement’s value or duration.

  Other
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• 2007ABC Warehouse participates in IBM consumer-electronics retail metrics program

  ABC Warehouse was among 30 consumer-electronics retailers selected for an IBM program that tracked metrics related to consumer application requests using data supplied by the National Telecommunications and Information Administration.

  Other
  Source
• ABC Warehouse broadens assortment with furniture and mattresses

  In the years before the cited reference was published, ABC Warehouse expanded beyond appliances and electronics by adding mattresses and furniture, including products from Sealy and Lane.

  Product launch
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1. ABC Warehouse