
In retail, you know you’ve got a winner when the neighbors put up a sign telling your customers not to park in their spaces.
That happened less than a week after Fairway Market opened on Canal Street in Stamford – it’s about a chip shot away from Exit 8 off I-95. The 80,000-square-foot store has the largest inventory of organic and ethnic foods I have ever seen under one roof. Over its first weekend, the crowds resembled that of an oversold rock concert. Entire sections devoted to organic vegetables, kosher foods, ethnic sauces of all flavors, olive oil, coffee, cheese; and multiple stations serving prepared foods … Fairway is destined to change food-shopping patterns all over Lower Fairfield County.
For one thing, it’s eight minutes from Exit 5 in Old Greenwich. That’s a lot less pain for me than to have to drive across town to the tiny Whole Foods in Downtown Greenwich. It’s also less than half the time to get to the Whole Foods in Darien.
Fairway will affect other competitors as well – from Costco’s to Stu Leonard’s to Trader Joe’s. I feel bad for the small mom and pops – I can think of at least three fish shops in Greenwich that will be impacted. I was amazed Fairway had grouper, red snapper, monk fish and black cod available at the counter.
On the other hand, I have seen this movie before – a grocer opens and stocks up on everything and gradually eliminates items that don”t sell well. The difference here is that Fairway may have the scale to keep the experience consistent and choices varied. Fairway is all about choices. I don”t think they will diverge from that core strategy. But time will tell …




