The soon-to-open Trader Joe's in The Woodlands will sell only oneketchup. But the store also stocks chile-spiced dried mango, a packaged itemaccurately named "Nothing But Flattened Bananas" and a variety offrozen pizzas imported from Italy. Starting Friday, the Houstonarea will have its first Trader Joe's and along with it theexperience of hunting for the out-of-the-ordinary. The 13,500-square-foot store at 10868 Kuykendahl has a fraction ofthe items found in a big supermarket but does offer a trove ofgourmet and organic items, often value priced. For example, a15-ounce box of toasted whole grain oats cereal is $1.99. The store's grand opening is Friday, 8 a.m. The Woodlands store andone opening in Fort Worth the same day will be the first two TraderJoe's in Texas. The store will carry milk, eggs, shampoo, toilet paper, pet food,flowers, packaged goods, prepared foods and sushi. The bakery willoffer artisan breads, bagels, muffins and more. More than 80percent of the items are private label. Trader Joe's has no loyalty cards, coupons or sales, said Josh Leto , The Woodlands store captain - company parlance for manager - butthere are values. For example, 16-ounce bags of pasta imported fromItaly are 99 cents, and the chain's Charles Shaw wine, a.k.a. "Two-Buck Chuck," is $2.99. Unusual items Other unusual store items include herb popcorn, a wasabi seaweedsnack, a dessert topping called Cookie Butter and, when in season,Brussels sprouts on the stalk. Monrovia, Calif.-based Trader Joe's will open two more Houston-areastores this year, in the Memorial area at 1440 S. Voss and in the Montrose area at 2922 S. Shepherd in the renovated Alabama Theater . The Montrose store opens Sept. 21, and the Memorial store will openin the fourth quarter of the year, Trader Joe's spokeswoman Alison Mochizuki said. There are also plans for stores in San Antonio, Dallas, Plano andAustin. Consumers tend to trust Trader Joe's, said Kit Yarrow , professor of business and psychology at Golden Gate University in San Francisco. They have confidence in Trader Joe's taste andare satisfied with fewer options, she said. "When fewer choices areavailable, more people buy the same thing, which means the storegets a better price from the manufacturer. That compounds the trustbecause the grocer can offer comparatively low prices." Adventurous buyers Consumers are increasingly adventurous and crave new options, shesaid, and the retailer continually brings in new kinds of products. "The long-term impact of any Trader Joe's store will be limited tothe trade area in which it's located," said Kenneth Katz , a principal at Houston-based Baker Katz , a commercial retail brokerage firm, "but in the short term theyare likely to pull customers from a larger area." He speculatedTrader Joe's will open more locations in Houston beyond the threeannounced. The company has no other store announcements at this time,Mochizuki said. "Overall, they don't shake up the market much" - not one the sizeof Houston's, said David Livingston , a grocery analyst with Waukesha, Wis.-based DJL Research. They'llhave some impact on the one or two closest upscale and/or naturalfoods grocery stores, Livingston added. Whole Foods Market "There is a growing interest in natural and organic food inHouston, and we are excited to welcome other retailers," said WholeFoods Market spokeswoman Mary Langdon . "We have found that in other markets, both companies can thrivein the same neighborhood." Whole Foods stores, she added, have " 'Low Price, Great Quality'signs which highlight everyday items that our buyers have been ableto negotiate special low prices on." Its private label Three Wisheswines are $2.99, she noted. Trader Joe's began in 1958 as convenience stores in southernCalifornia called Pronto Markets. In 1967 the name became TraderJoe's and more focus was put on wine and cheese. There are now morethan 370 stores.
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