ORANGE — On a sunny Wednesday afternoon at the Colonial Commons shopping center in town, fewer than two dozen cars are parked in the expansive retail center lot located at the intersection of Marsh Hill, Indian River and South Lambert roads.
That would likely change if the landlord, Brixmor, is able to reach an agreement with Stew Leonard's supermarket.
The family owned, Norwalk-based grocery chain has been negotiating with Brixmor since earlier this year to open a ninth store — its fourth in Connecticut — in Orange. But Stew Leonard Jr., president and chief executive officer, told CT Insider last month that negotiations had bogged down.
"I've always liked Orange and that site is a really attractive" shopping center, Leonard said. "But the economics for that location have to work, and so far, we haven't been able to make that happen."
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CT Insider sought to interview Leonard for this story, but company officials said he was not available. Officials with Brixmor, which operates 360 retail centers around the country, have not responded to repeated requests for comment about the negotiations.
Leonard failed once before in Orange. He battled for 14 years to open a supermarket at 161 Marsh Hill Road, before giving up on that plan in 2010. The site was just a few hundred feet from Interstate 95 and less than a mile from 200 Indian River Road, where Colonial Commons is located. A FedEx freight center stands there now.
Why a successful businessman like Leonard would return to the scene of arguably may have been one of his biggest career disappointment has left people wondering: Just what kind of attraction does this quiet suburban town of 14,000 people located just outside of New Haven hold for Leonard and his family?
Questions every day
Stew Leonard’s has often been described as “the Disneyland of grocery stores,” in part because of its use of animatronic characters similar to those at Disney amusement parks. It is also known for high levels of customer service.
Even though nearly 15 years have passed since his first bid to build in Orange, "Stew gets asked almost every day, 'When are you coming to Orange?'” said Meghan Bell, a spokeswoman for Stew Leonard's.
"We have a lot of customers from Orange shopping with us in Norwalk," Bell said. "Stew Leonard’s also has many current team members living in that area and it would be easy for us to staff a new store."
Retail experts have a variety of opinions on what is motivating Leonard to make another attempt at opening an Orange store.
For Burt Flickinger, managing director of the New York City-based retail consulting firm Strategic Resource Group, Leonard is "simply trying to save face" after failing to get a store built in Orange during the first attempt.
"This is all for PR purposes," Flickinger said.
But Wayne Pesce, president of the Connecticut Food Association, said the attraction of opening both a liquor store and a supermarket in the same shopping center may be why Leonard is so interested in opening in Colonial Commons.
"Having a supermarket and a liquor store is the same center would probably increase the amount of money they would be able to take in by $4 million or $5 million a year to their bottom line," Pesce said. "The supermarket is what's drawing them there, so why not take advantage of it and make it worth the customer's while."
Renee Mizrahi has operated a secondhand women's clothing store in Colonial Commons for six years. She said she has heard Stew Leoanrd's wants to open both a liquor store and a supermarket in the retail center..
"I think (a Stew Leonard's opening) would be amazing," Mizrahi said. "My only concern is that he might need the space I'm in now."
Bell would not confirm if a liquor store is part of Stew Leonard's plans in Orange. The chain has eight liquor stores.
The liquor business
Because of New York State's alcoholic beverage laws, members of the Leonard family own the liquor stores in that state, but they operate independently from the family's supermarkets.
The family got into the liquor store business after Stew Leonard Jr. noted after one holiday meal "that we sell everything on the table, but not wine," Bell said.
Since then, she said the family has thrown itself into running its liquor stores with the same customer-centric focus it applies to the operation of its grocery stores. Stew Leonard Jr.'s wife, Kim, is a certified wine specialist.
While the Leonard family's preference is to open its next store in Orange, Bell said they are also continuing to look at other sites, particularly in New Jersey, which allows grocery stores to sell food and wine in the same space.
"Our customers love that they can buy a bottle of cabernet with their filet mignon," she said.
Orange First Selectman James Zeoli has his own theory as to why Leonard is making a second attempt to open a market in his town. First and foremost, Leonard is a businessman who knows a good location when he sees it, Zeoli said.
"It's a location that's easy to get to and will draw people from all over New Haven County, probably from as far east as Guilford and Madison," Zeoli said. "And he recognizes that the people living in this area have high incomes, which is what he is looking for. It would be a home run for him."
And it would be a boon for the current tenants of Colonial Commons.
Colonial Commons
The Brixmor web page for Colonial Commons lists five vacancies in the retail center. The two largest spaces listed as available are an empty storefront with just over 22,000 square feet of space formerly occupied by arts and crafts retailer A.C. Moore and retail space totaling nearly 53,000 square feet that previously had been occupied by a Christmas Tree Shops location.
The A.C. Moore store closed in January 2020 and the Christmas Tree Shops location shut down in August 2023. The latter space, despite being listed online as vacant, is currently occupied by a furniture and mattress retailer, The Bargain House Showroom.
When Mizrahi opened her store Renee’s Resale Clothing Outlet, the shopping center was bustling. But with the closure of A.C. Moore, The Christmas Tree Shops and a third store, health and beauty retailer Harmon's Discount, that is no longer the case, she said.
"Without foot traffic, it's not the same," Mizrahi said. "My business is surviving, but it could be doing better."
Bulldog Swim Academy is Colonial Commons' newest tenant. The swimming lessons school, which got its start in New Haven, opened earlier this fall, converting a 9,000 square foot former women's clothing store into an athletic facility by installing a pair of swimming pools.
Tyson Wellock, a co-owner of Bulldog Swim Academy, said he and his partners "looked at a lot of properties, between North Haven and Milford," before settling on the Colonial Commons location.
"We needed to find a landlord that was willing to let us do this," Wellock said. "And we like this location because of how close we are to the highway. Access is huge."
Wellock said when news of Leonard negotiating with Brixmor first surfaced, "everybody was talking about it." Six months later, that's still true.
"Everybody wants him here," she said.
Zeoli recently met with Brixmor executives and came away with a distinct impression that the commercial real estate firm is keeping its options open with Stew Leonard's.
"If I were Brixmor, I'd be working hard to get Stew Leonard's here," he said. "But they seemed more excited about an upcoming real estate conference they were going to be attending and who they were going to meet there."
Flickinger speculated that one reason why Brixmor and Stew Leonard haven't been able to reach an agreement is because the landlord may already have another interested retailer.
"They could be holding out for another tenant," Flickinger said. "Maybe another supermarket."