New green LBM dealer plans to launch 25-unit chain

California developer and entrepreneur Rich Rifkin is launching a chain of eco-friendly lumber and building material units in California. The chain, New Home, has started a Web site and gotten some press. The first store will open in Dublin, Calif., in January. Eventually, Rifkin plans to push the chain throughout California and eventually the United States, according to reports. The company Web site mentions plans to open 10 in the San Francisco Bay area alone.