Boulder, CO-based Wild Oats only currently has a handful of itsown stores in the Northeast, two in Connecticut, three in theBoston area and one in Princeton, NJ. The store-within-a-storeconcept with Stop & Shop could help expose customers to theWild Oats brand, Sonja Tuitele, a company spokeswoman, tells GSR."We thought it was a great fit because we don't have a lot of storedensity in the Northeast," she says.

The retailer would also consider further expansion into otherStop & Shop units (the grocer has 360 Northeastern stores) ifthe partnership proves successful. Wild Oats executives will alsolook at other metro markets where the chain does not have a largebrick and mortar presence, Tuitele says. The potential is there forquite a few partnerships since the company only has 111 stores in24 states and is looking to have a total of 450 units across thecountry.

The response to another marriage has been good so far Tuitelesays. "We've had several other retailers wanting to partner withus," she says.

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