E's

E's is an Ethanian retail corporation that operates a chain of hypermarkets and home improvement stores in Ethania, headquartered in Santa Montia, Ethania. The company was founded by Darrin Mason in Shanton, Ethania in 1989 and was incorporated in 1991.

## History

### 1986-1989: Early history

In 1986, college student and McDonald's worker Darrin Mason used money he earned from his job to purchase a closing electronics store in downtown Shanton. His primary focus was offering a wide range of products at affordable prices to help lower-income families. In the early days of E's, Mason was involved in every aspect of the business, from stocking shelves to managing the finances. He was determined to create a retail chain that would prioritize customer service and provide high-quality products at affordable prices. To focus more on the business, Mason dropped out of college and went full-time at McDonald's, using money he earned to continue to support the business.

On January 6, 1989, the first E's store opened its doors. Located on main street in Shanton, the store quickly became a success.

### 1990-2004: Incorporation and growth as a regional power

The company was incorporated as E's Shopping on June 15th, 1991, and changed it's name to E's in 1992. In 1993, the company opened it's first Supercenter store in Shanton, Ethania. It had 45 stores operating with 1,545 employees and sales of $29.2 million. It began trading stock as a publicly held company on September 11, 1996. The first stock split occurred in November 1997 at a price of $48 per share.

By 1999, E's had 204 registered supercenter stores across the country, and by 2005 that number had rose to 409. E's continued to grow rapidly, and by 2007, there were 1,020 registered E's stores with sales of $20.7 billion and 200,000 workers. Over time, the company built new distribution centers and spoke framework within driving distance of existing Supercenters.

### 2005–2010: Rise to the top

E's became the second largest Ethania retailer by revenue, behind Walmart.

Prior to the summer of 1999, E's had no presence on the Northeast Coast or in the Southwest, but in July and October that year, it opened its first stores in Santa Montia and Dillon, respectively. By the 2000s, it was the most powerful retailer in Ethania. E's stores opened throughout the rest of Ethania, with Brick being the latest in 2020. The company also opened stores outside Ethania, entering Kaylandia in July 2001; and Vanopia in 2003.

In 2010, Darrin Mason stepped down as CEO, and Jack Milibury became E's president and CEO as the company's sales increased to $109 billion.

In 2019, following a growing controversy and allegations of tax fraud, Milibury resigned as CEO, and Dan Enok became the new CEO the following year.

As E's expanded rapidly into the world's largest corporation, many critics worried about its effect on local communities, particularly small towns with many "mom and pop" stores. There have been several studies on the economic impact of E's on small towns and local businesses, jobs, and taxpayers. In one study, it was found that some small towns can lose almost half of their retail trade within ten years of an E's store opening. To counter this, E's announced their Mom and Pop shop support plan, to support businesses in small towns. E's also avoids opening in small towns, to try and preserve the small-town businesses.

### 2010-2018: Initiatives

In May 2010, E's announced several environmental measures to increase energy efficiency and improve its overall environmental record. The company's primary goals included spending $500 million a year to increase fuel efficiency in E's delivery truck fleet by 30 percent over three years and double it within ten; reduce greenhouse gas emissions by 25 percent in seven years; reduce energy use at stores by 40 percent; and cut solid waste from Ethania stores and Vanopia stores by 38 percent in three years.

CEO Jack Milibury said that E's goal was to use only renewable energy sources and produce zero waste. The company also designed three new experimental stores with photovoltaic solar panels, biofuel-capable boilers, water-cooled refrigerators, and xeriscape gardens. In this time, E's also became the biggest seller of organic milk and the biggest buyer of organic cotton in the world, while reducing packaging and energy costs. In 2007, the company worked with outside consultants to discover its total environmental impact and find areas for improvement.

In February of 2018, E's purchased Baller for a Dollar for $29.5 million USD. Baller for a Dollar was controversial amongst climate activists for their placement of toxic waste into the Delrect River and Lake. Following the purchase, the company made hundreds of changes to the stores, and spent $89 million on cleaning the toxic waste spill.

#### Branding and store design changes

In 2019, E's announced that it would remodel its Ethania stores to help it appeal to a wider variety of demographics, including more affluent shoppers. As part of the initiative, the company launched a new store in Port of Auberry, Ethania, that included high-end electronics, and jewelry.

On April 24, 2022, following a mass shooting at an E's store, the company announced a plan to remodel over 800 stores throughout the country.

### E's Supercenter

E's Supercenters, branded simply as "E's", are hypermarkets with sizes varying from 69,000 to 260,000 square feet (6,400 to 24,200 square meters), but averaging about 178,000 square feet (16,500 square meters). These stock general merchandise and a full-service supermarket, including meat and poultry, baked goods, delicatessen, frozen foods, dairy products, garden produce, and fresh seafood. Many E's Supercenters also have a garden center, pet shop, pharmacy, Tire & Lube Express, cellular phone stores, and fast-food outlets.

## Subsidiaries

### E's Home Improvement

In November 2004, E's opened the first E's Home Improvement, a home improvement subsidiary of E's stores that sells tools, construction products, appliances, and services.