Finding the right grocery operator for the luxury condominium Chelsea Mercantile at 252 Seventh Avenue was important, which is why Rockrose looked outside 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 a while. As this was the retailer’s first experience in New York, it required some adjusting on their part and some educating on our part. Parking limitations, delivery restrictions, legal terms, etc., all unique to New York City had to be gone over.
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 had instantly seen the value this prominent retailer could bring to the Chelsea Mercantile project, and knew full well that their presence would not only draw crowds but would also 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 to what we know them as today.