Jeff Humphries

My brothers and I run the business,” says Chuck Lim, vice president of sales and marketing at Reborn Lifestyle in Garden Grove, Calif. Though Lim and his family have been living in the United States for more than 30 years, Reborn, an appliance and electronics retailer with a considerable Asian customer base, has been in business for a little under five. ”We’re 30 miles from downtown L.A.,” says Lim. “We have a rather big Asian community here. And we have our niche market, our ethnic market.” Lim says Reborn is like Circuit City for a lot of Asian immigrants. “We have 30,000 square

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