After a change in management in the mid-1970s, Marvel discontinued the mail order service, and Snyder purchased the business in 1975, renaming it Superhero Enterprises.
Initially running the business out his basement, Snyder shortly thereafter moved into a storefront in Morristown, New Jersey, with a catalog showroom store format.
While Steve was begging all the comics publishers to switch all of their distribution business exclusively over to his company, John Davis and Milton Griepp of Capital City were making the same pleas on the part of their organization.
Lacking the infrastructure to handle Marvel's huge weekly orders resulted in extensive shipment and billing mistakes, errors which caused great consternation among the thousands of comics specialty shops affected.
[9] Writes Rozanski: ... the Heroes World management team failed miserably in the PR war to win the hearts and minds of comics retailers.