The low-profile opening is not because of the problems of stocking up the store or keeping the eager hordes at bay, but simply because sophisticated modern retailing requires smart stock control to keep down costs and prices. And smart stock control means computers that need to be gingerly introduced, you know how it is.
A 'big bang' opening might test its systems too severely, and the fallout from a queue of overexcited but irritated customers unable to purchase from the considerable stocks immediately on view would hurt their reputation.
I have to say, this building is looking smart and stylish, very 'chalet'. It's a world away from the clean but functional 'Tesco vernacular' architecture of the three existing sites, at Braunston, Preston Brook and Penkridge.
Technically it's called sedum, and there are different types, but maybe we should just refer to it as a 'green roof'. Well, it looks brown at the moment, but it's only just been laid, and should green out over the summer.
Architect Darryn Buttrill says it's the first one in the county, although the popularity of green roofs is growing, and you can expect more on waterside sites.
(You can find out more about green roofs from The Green Roof Centre, a site sponsored by Sheffield University, apparently a focus of research on this type of building material.)
Midland Chandlers' managing director Alistair Thomas is really pleased with the end result. It's the first new branch since he took over the business, and he says it will form a template for future branches.
But it's not just the building, but the location that makes it really suitable for him.
For one thing, it's got perhaps the largest collection of boats (i.e. customers) in the UK right on his doorstep, and for another, it's got excellent transport links, so they can get stuff in stock in very quickly and other customers can easily get to it.
At the time he told me that when he was thinking about buying the business, one small influence was my own 2004 post 'What to look for in online chandlery', which was No. 1 in Google for 'Midland Chandlers' at the very moment he was making the decision.
Put simply, I wasn't complimentary about Midland Chandlers then, and he said that my comments helped him decide that the business had scope for improvement even before any extra investment. That's always a good sign for a takeover.
That might mean he got Midland Chandlers for a song, although I doubt I'll get a discount for helping him!
Well, from next month the biggest chandlery (and one of the cheapest) is - almost literally - on my doorstep. That's really handy. I can just nip out for a spare part for Granny Buttons, as easy as for a newspaper or a pint of milk at the marina's next-door Trading Post shop.
I have to say, it's really refreshing to see timber-clad buildings in a canalside context. They are as smart outside as many modern narrowboats are smart inside.
Admittedly, behind the gleaming cedar facade there are concrete breeze blocks, but functional and insulating as that is, at least we don't have to look at the grey concrete.