Family-owned Barons Market, which offers organic products and promises a 10-minute shopping experience, has signed a lease to take over the spot in North Park formerly occupied by a Fresh & Easy grocery store.
The Fresh & Easy chain closed eight San Diego locations, including the one at University Avenue and Bancroft Street, late last year.
Rachel Shemirani, vice president of marketing for Barons, said the company has been trying to get into the North Park area for years.
"I really believe the North Park community was made for Barons and vice versa," she said. "They have such a tight-knit and close neighborhood, which is what we look for ideally."
Barons has six locations in Southern California, including in Point Loma and Rancho Bernardo. Shemirani said the North Park store, which she hopes will open in six to eight months, will be the company's most urban location.
She expects Barons will succeed where Fresh & Easy failed because it's owned by San Diegans who "understand the Southern California customer."
"The Southern California customer is very unique. That’s why places like Haggen and Fresh & Easy don’t do well, because they don't really know what the Southern California consumer wants," she said.
Those customers want organic and locally sourced food, but also a quick shopping experience, she said.
To redo the Fresh & Easy store, Barons won't take down any walls but will redesign it in the way that fits the neighborhood.
"We’re a San Diego born and raised family, so when we choose a spot, the amount of blood, sweat and tears that go into a space, you really won’t find anywhere else," she said.
