The new hardware and garden center launched by three former All American Home Center executives is expected open in late May or early June, store officials said this week. Greg Fuller, Ray Brown and Rob Morck partnered to start Hometown Hardware & Garden, the first store in their plan for a regional chain of high-quality home improvement stores. It will be located at 10001 Paramount Blvd., where a Vons supermarket was previously located.

The stores will offer customers an alternative to big-box warehouse shopping, they said. Fuller, Brown and Morck have a combined 100-plus years experience in the hardware industry.

"We will focus on three main things in our stores: great products, great people and great prices," said Fuller, the chief executive officer.

At more than 31,000 square feet, their first location will have enough space for extensive merchandise selection in departments such as hardware, garden, housewares, tools, plumbing, electrical, lighting patio and Christmas decor.

The store will also offer installation services, from complete kitchen and bath renovations, to basic installs.

"We will be extremely customer focused," said Morck, the chief operating officer. "We plan to offer complete cutting services for glass, screen, pipe (and) keys, in addition to making custom screens in-house. Our store will be filled with knowledgeable sales associates eager to help customers solve problems and save money."

The new store also expects to offer free coffee, senior citizen discounts, a customer loyalty program and more.

"We're excited to bring back some programs that were very popular with customers," said Brown, the chief financial officer. "We have teamed up with our major supplier, Do-It Best Corp., to offer customers the widest assortment of products available at truly great prices."

Fuller, Brown and Morck said they are updating the site, including the construction of new customer restrooms and administrative offices.

"We couldn't be happier with the support of city staff and the City Council," said Fuller. "They've been instrumental in helping us through the necessary processes of starting a new business."