C28 stores, the award-winning California-based retailer that targets young consumers with an edgy style and the fashionable NOTW (Not Of This World) apparel, recently opened its 10th location at a mall in Fairfield, Calif., company officials said.

According to franchise owner Bill White, the launch of the store marks only the beginning of C28's expansion in northern California. “Our plan is to open a minimum of six stores over the next four years. … The mall in Fairfield is very popular among the youth and families, our core market group,” he said. “We feel we will have a strong connection there.”

Recipient of a CBA award for retail innovation, Aurelio Barreto III is founder and CEO of C28 stores, which now has six company-owned outlets and four franchise locations. C28's first store opened at a mall in Riverside, Calif.