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Here it expanded to its double size. From 1941 to 1960 the market image was changed and converted into a "quality food store" which was addressed to high income shoppers who wanted to buy premium brands and high quality meat.
In 1960, the son of Harold Dwight Vernon, Russ Vernon entered the business at the age of 22 and recognized the increasing market demand for fine wine, imported cheeses and speciality foods. This was something that only view retailers in the major metropolitan areas offered. Seeing the possibility of higher mark-ups for gourmet products and a resulting higher net profit margin, he targeted to reposition the market as an "upscale gourmet food store" offering its clients an "exciting shopping experience"...
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