20 years ago in Illinois, Hitesh Mehta and fellow family members became a fireworks and tobacco retailer together with a mission in mind: to run a family-oriented, highly-driven business that provided the best customer service and affordability. They saw the value of convenience stores and felt the need to integrate them more into their community. After slowly seeing their potential, Hitesh created more stores, resulting in a total of 20 around Illinois and Missouri. In 2017, Fire Palace was added to the growing businesses, carrying the vision Hitesh had 20 years ago.

Hitesh, alongside his son Neil, and Susan Graves, their business manager for their Missouri accounts, created an energetic experience for visitors with a fresh blend of family fun, combined with a one-stop go-to with a large selection of the best fireworks in town, smoke shop novelties, and convenience store items. They also have an arcade that is provided for kids to enjoy while their family is shopping. To aid other establishments with gaining business and visibility, Hitesh and Neil have also partnered with several food truck vendors in the area, including Lupita’s Food Trailer and Sweet Concessions. In return, their stores experience an increase in foot traffic as people are drawn by the tasty treats on display.

Aside from Fire Palace, Hitesh and Neil also have an array of sister stores, including Discount Tobacco, and Tobacco Outlet.