Initially, two stores were opened in Arlington, Texas, and Wilsonville, Oregon. When these proved profitable, parent company Tandy, an electronics company, decided to expand quickly, opening an additional 15 stores. In the mid-1990s, Incredible Universe was a sponsor of the Dallas Mavericks, Dallas Sidekicks, Dallas Stars, Sacramento Kings, and Texas Rangers professional sports franchises. During this time, however, with the growth of other retail outlets such as Best Buy, the market became more competitive, and the expense of operating such large facilities resulted in an overall lack of profitability for the entire enterprise.