The exit interview
Store closings tell a number of tales
Many a slip ‘twixt the cup and the lip
Melissa Fleming
H.P. Mirror staff

Small business owners know how hard it is to stay in front of ever-changing consumer trends. They are always trying new things -- new specials, rearranging the store, adjusting the service and price offerings – to keep the storefront environment fresh and inviting. Unfortunately, however, all the efforts in the world are not always enough . . .

Small business owners know how hard it is to stay in front of ever-changing consumer trends. They are always trying new things -- new specials, rearranging the store, adjusting the service and price offerings – to keep the storefront environment fresh and inviting. Unfortunately, however, all the efforts in the world are not always enough to keep a retail business alive. For three business owners, this fate has recently been realized.

Highland Park residents have been buzzing this spring about the blooming crop of ‘for rent’ signs along Raritan Avenue. As exciting as the promise of new shops in town can be, it is still an unsettling feeling when a familiar face pulls its shutters.

Why did they close? Where did they go? Who’s moving in? The three dearly loved shops up for discussion here are the Chocolat Fondue, Corner Confectionary and Highland Park Cyclery.

Walk on by

Sami Khouzam is one of the business owners forced to relocate. His store, Chocolat Fondue For You, opened as an experiment in a specialty storefront after several years of success with online ordering and catering. The high-end custom confections operation did not necessarily require an actual property. Khouzam said that their product didn’t catch on with what pedestrian traffic was on-hand in their chosen location, 75 Raritan Avenue, a few doors up from Dunkin’ Donuts.

They are trying to open up in another location as well as continuing to work from the web. Although many HP residents did make it part of their routine to go over first to Aposto’s for a family dinner, and then off to Fondue For You for dessert, these were not enough to keep the retail portion of the chocolate business profitable. (Guess they’ll have to stay and enjoy Irene’s homemade Baklava next time.)

Don’t do me like that

The Corner Confectionary, owned by Laura Levitt and family, experienced a different run, staying a far longer time than many businesses still open. Their fifteen years at Third and Raritan came to an end only a little over a month ago. Levitt cited several factors that led to their closing, competition being a front running factor. In recent years a Baskin-Robbins opened three blocks away at Cedar Avenue, as well as a Carvel franchise within about a hundred yards. The competition issue raises several other topics, including the challenge of a family business against national franchises, but that is another discussion for another day.

The older building and Raritan Avenues history also came into play, as the Levitts reported a discrepancy with the building owner not being able to repair an underground oil tank in a timely manner; at least not timely enough for Levitt and family to purchase the property. So it was with great sadness and surprise in the commuity that another ‘for rent’ sign appeared in the window.

Somebody’s knockin’ at the door

The Highland Park Cyclery, in town for thirty years, was another local institution that had been part of many of our lives. With the recent focus on pedestrian safety, walkable town centers, and healthy wellness, they had been in search of relocating to a bigger property for some time, said owner James Lee. But here too unfortunate circumstance came into play. Although Lee made some changes to his store, the existing layout could not meet compliance with the fire inspections.

One bottom line was that he would have to make a major renovation to avoid leaving his basement open to the rear, exposing the merchandise stored there. Under the time pressure of citations, the cyclery did find another location in south Edison, close enough to keep his customers but unfortunately out of the borough.

Graham Copeland, executive director of Main Street Highland Park, brought some insight into this spring’s developments and Main Street’s role in managing downtown business strengths. For the most part, Main Street plays a liaison’s role in bringing in new retailers. They perform activities from cold calling to hosting real estate broker breakfasts. In addition to Main Street’s efforts, business owners oftentimes find their locations on their own accord.

Copeland also said on the subject of competition among stores, that while Main Street is very mindful of having a good mix of both franchise and mom-&-pops, “we are not in control of who comes to town.” It is individual property owners, not the downtown managing agency, who choose among the prospective tenants.

It’s unfortunate to have lost such valuable businesses but we wish them only the best in their future efforts, as we look forward to what’s next for the storefronts of Highland Park.

--Fondue For You…. Call Sami at 1-866-CHOCO-MAN, “Chocolate Fountains of N.J.”

--Corner Confectionary…..No plans at this time to relocate.

--New Bike Shop Address….1961 Rt. 27, Edison (across from McDonald’s)