About Storage Etc...

About Storage Etc...

Our Experience

Founded in 1999, Storage Etc. is a multifaceted real estate development, investment and management company focused on purchasing, constructing and operating self-storage and other real estate products in the Southwestern U.S. To date, we have built or acquired more than $100 million of self-storage assets for investors, owners and ourselves.

Storage Etc. is a unique company combining experienced real estate experts with outstanding self-storage industry professionals. From acquisition and development to property operations, our principals have a comprehensive knowledge of the self-storage industry and most other real estate products. 

Storage Etc. distinguishes itself from other self-storage developers in that we will acquire and manage, as a third party, both stand-alone storage properties as well as mixed-use developments which contain a self-storage component.

Storage Etc. has years of experience and a keen understanding of the self-storage business in all major markets in the Southwestern U.S. Our principals have successfully managed self-storage properties in the Southwest for many years and know how to implement and execute marketing and operational strategies to maximize occupancy rental rates and cash flow.

Storage Etc...


2870 Los Feliz Place Los Angeles, CA 90039

Mission Statement


We feel it is important to treat each customer, vendor or owner/investor "one at a time" in an effort to provide the highest possible value to each.

For our customers, we provide a comprehensive offering of storage choices, and moving and storage products to serve their individual needs.

For our investors and owners, we apply uniform emphasis on local service and global strategy in order to maximize long-term value of our assets.

Contact us today to learn more about self storage in  Los Angeles

Founders' Biographies

Gregory S. Houge, President and Co-Founder

Greg, a co-founder, has been President of SE since its inception in 1999. Greg oversees all key aspects of acquisitions, development and property operations. Greg had a 15-year career with Public Storage Inc., the largest self-storage operator in the world. From 1984 to 1990, Greg was an Acquisition Officer negotiating the purchase of existing self-storage properties in the Western United States. He was also responsible for acquiring infill parcels for self-storage development in various Western US markets. These real estate activities resulted in the placement of more than $100 million in development and acquisition capital. As a Senior Vice President in the Management Division since 1992, Greg’s focus was operational. He was responsible for over 250 properties comprising more than 15 million square feet of storage and retail assets in the Southwest. These markets included Denver, Colorado Springs, Salt Lake City, Phoenix, Tucson, Las Vegas, all of Southern California, and Hawaii.

A native of Los Angeles, Greg holds a degree in economics from UCLA. Greg is a former Board Member of the California Self Storage Association (CSSA), is an avid golfer and resides in Pacific Palisades with his wife Stephanie and their two children. 

Christopher J. Lyons, Vice President

Chris is a shareholder and has been Vice President of Operations for SE since joining the company in April 2000. Chris oversees all aspects of property operations, accounting, human resources and marketing. He is an 11-year veteran of Public Storage Inc. and PS Business Parks Inc. where he held positions in both operating and financial capacities. As a Regional Manager for a startup division, Public Storage Pickup & Delivery, Chris was responsible for the development of operational policies and procedures, staffing, customer service, internal audit and accounting. As a District Manager for the self-storage division, Chris was directly responsible for 17 self-storage properties comprising one million square feet. While at PS Business Parks, Chris served in the accounting group as Controller, before moving into the operating group, where he was responsible for managing and leasing a portfolio of office, flex, R&D, industrial and retail properties. In addition to holding a duel B.S. degree in Accounting/Business Management from the State University of New York, College at Fredonia, Chris also holds a M.B.A. degree from the University at Buffalo.

Chris is the Assistant Cross Country Coach at St Francis High School in La Canada and is a Vice Chair with the Pasadena Tournament of Roses.  Chris and his wife Samantha reside in Pasadena and have three adult children.  

Laurent Opman, Co-Founder

Laurent has more than 12 years of experience in commercial real estate acquisition, development, repositioning and operations with a combined total transactional value well in excess of $200 million. In the past nine years as a principal of KOAR Institutional Advisors, LLC., a Los Angeles-based real estate investment company. Laurent has been involved with the acquisition, development and financing, operation and sale of real estate projects including office buildings, retail centers, medical office buildings and land development. Prior to KOAR, Laurent was a principal of the Trident Group, a Los Angeles-based real estate development company specializing in retail development.

In addition, Laurent is a founding partner in JP International, a China-based holding company with activities in consulting, education, telecommunications and agriculture.

Bruce H. Rothman, Co-Founder

Formerly a practicing real estate attorney, Bruce is the managing member of KOAR Institutional Advisors, LLC., and has been involved in the real estate industry for over 20 years. Prior to entering the real estate industry, Bruce practiced corporate securities and real estate law in Los Angeles. Bruce, a Los Angeles native, received a bachelor's degree in psychology from UCLA and a J.D. degree from the Gould School of Law at the University of Southern California. He is a member of the California State Bar, is admitted to practice law in all California courts, and is a licensed real estate broker in California