I think they have way too many stores.
Interesting theory. We've all heard it before. I've "evolved" on this.


When I lived in the San Francisco Bay Area (1978-2016), there were two stores, literally at opposite ends of a short drawbridge over the Oakland Alameda Estuary: the Oakland store was 1/4 mile from the bridge and 1/2 mile to the closest marina; the Alameda side was a full mile from the bridge and within one of the larger local marinas, but not really walkable from other marinas on Alameda - an island.
So, I thought, NOT too many stores, really close together
if you have a car.
But, guess what, most of their customers HAD BOATS nearby and those marinas close by also had slips for transient mariners who were sailing from the PNW to MX and beyond. They DID NOT have cars, so those stores were a godsend compared to pre-WM "culture" for boat parts shopping, i.e., "chandleries."
But then they opened another store on Alameda. It was ludicrously far away from the other two large marinas on the Estuary, and was larger than the other two combined in a former large grocery store footprint. Truly overkill!

We also should note the history of WM: a great concept of significantly improving access to boat gear, eventually killed by venture capitalism and a culture change from selling boating gear to ticky-tacky Hawaiian shirts and over priced apparel. This store quantity splurge occurred right as this was happening. The real headache could be long term leases, too.
So, yeah, now too many T shirt stores!
