The Mall at Rockingham Park in Salem, N.H., is gearing up for the Sept. 29 opening of a Microsoft store.

Microsoft Corp. recently opened a store in Boston, the software giant’s 23d store since it launched a retail business in 2009. Rival Apple Inc. has had great success in using its stores to shape its brand and inspire customer loyalty.

Microsoft has also said it plans to open seasonal stores in Braintree and Natick that will sell Microsoft merchandise through the holidays. The Microsoft at the Mall at Rockingham Park will be a permanent store.

The mall is anchored by Lord & Taylor, Macy’s, jcpenney, and Sears; it is home to more than 130 retailers.

Mall officials said that other new tenants coming to the shopping center include the Art of Shaving, a Tutti Frutti frozen yogurt shop, a Fanzz sports apparel store, a Select Comfort store, a Garage (a Canadian haberdasher), and a Halloween Shoppe.