Roses’ parent company, Variety Wholesalers Inc. based in Henderson, N.C., has about 350 stores overall, including about 150 Roses stores, said Tom Whaley, vice president of store operations.

Tracy Harden, shopping with 11-week-old son Aidan Harden in her arms, said she had been on her way to a Walmart store when she saw that Roses was open and decided to give it a try. “I like it ...