Bringing the First Whole Foods to Manhattan

Challenge:

Finding the right grocery operator for the luxury condominium Chelsea Mercantile at 252 Seventh Avenue was important, which is why Rockrose looked outside of the box and beyond Manhattan to seek out natural and organic food retailer Whole Foods. 

The timing was right – Whole Foods was interested – but the deal took awhile. Being that this was the retailer’s first experience in New York required some adjusting on their part, and some educating on ours in terms of parking limitations in the city, delivery restrictions, legal terms, etc. that were all unique to New York City.

Solution/Result:

Whole Foods was finally in on a 15-year lease and became a huge success in the area, ultimately expanding its stores to locations throughout Manhattan. Rockrose instantly saw the value this prominent retailer could bring to the Chelsea Mercantile project, knowing full well that their presence would not only draw crowds but improve the value of the property it occupied. The inclusion of Whole Foods also attracted shoppers from just outside of what was then defined as Chelsea, virtually extending the neighborhood’s boundaries as we know it today.