The mantra of retailing is location, location, location. That's because location is a vital component of retail success. If customers can't find your store or it isn't convenient to their needs, it will have less traffic—and you will have fewer profits. On the other side, you can lease the best location in town and pay too much, dramatically increasing your expenses and reducing profits. There is no one single reason why retailers don't succeed, but a poor location is often a major cause. This chapter helps you select the appropriate location for your retail store, so it will have the greatest chance of success.