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Work Begins at Grassroots Natural Market

Owner Paul Kralyevich anticipates winter 2013 opening for second location, at former Health Shoppe.

You’ve got to continue to grow or else you’re just like last night’s cornbread—stale and dry.

If that motto is good enough for country music legend Loretta Lynn, it's good enough for Paul Kralyevich, owner of Denville's Grassroots Natural Market. That's why he has it pinned up in his office.

That thinking helped make the decision to lease the space at the former Health Shoppe in Morristown that much easier. It has been quiet there since that 40-year business shut down last summer.

"I have such a good staff at Denville, so I'm bored," said Kralyevich, who opened his Denville location in 2005 after operating a similar store—called Lifethyme—in Manhattan for 10 years. 

It wasn't just the challenge of opening a new store in a location in need of extensive renovations, it was simply too good an opportunity to pass up.

"It sort of fell in my lap," Kralyevich said Tuesday, as general contractors and electricians surveyed the space. "I heard this was closing and thought it was a great location. I mean, this was my competitor."

At over double the capacity of his Denville location—7,000 square feet versus the other location's 3,200—it's also an opportunity to bring in more stock and more brands, the Astoria native now living in Boonton said.

While a new business with a new owner, Kralyevich's store, like its former competitor, fills a certain similar niche. As such, he noted a number of former Health Shoppe employees were already set to operate Grassroots Morristown when it opens sometime in winter 2013.

But before familiar faces get back to work there, there's a lot of work to be done. "New phones to new floors," Kralyevich said. "We have to hit the 'reboot' button hard."

Robomo's ghost haunts me October 23, 2012 at 05:37 PM
bunch of people that smell like petule work in these places. Take a shower & shave those pits. Put away your bong, your Grateful Dead records & become a productive member of society. You guff talking work slackers.
Cara DePalma October 23, 2012 at 08:10 PM
Way to stereotype. Have you heard of Whole Foods and Trader Joe's? It's more like college students work there and soccer moms shop there. And why bash a guy who is leasing space and who will create jobs in town? Too bad intelligence doesn't haunt you.
Freda's Sugar Daddy October 23, 2012 at 10:36 PM
Robomo must out of a job. He sounds jealous not to qualify for a job there
Dancing man fan October 23, 2012 at 10:40 PM
Robomo who doesn't like hippie chicks ? They are the butter to my bread !
Terry October 23, 2012 at 11:05 PM
And what on earth is "petule"? Is he trying for Patchouli? Or Petula Clark?
Jerry is dead you hippies October 24, 2012 at 04:01 PM
yeah, listen up DePalma. We know you are not a resident of this town so I must ask you to step aside.
Motown Resident October 28, 2012 at 06:24 PM
Good luck with your new business, great for Morristown. I hear your landlords are tough to deal with....................
Kris February 09, 2013 at 11:20 PM
So is it opening? For sure? Any updates? Please, before I move there say it's so.
Jai Payne March 01, 2013 at 05:47 PM
Robomo's you are an ass... my son Erik is the chef at Grassroots, he is a wonderful man, father of two kids, married to a teacher, a great son, vice free, honorable, loyal, hardworking, accountable, productive, punctual..... the list goes on and on... I, his mother, and a healthcare professional take offense with your innapropiate comments..... you need to rethink your views and be more kind to your fellow men... you sound like an idiot, ignorant buffoon.

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