Trader Joe's is one of the most successful supermarket chains in the world. By breaking all the traditional rules of retail, the company has become a niche player that is valued at $2.6 billion and rivals even giants like Wal-Mart. How does she do this? Trader Joe's has earned the highest level of customer loyalty by providing quality products at affordable prices - all in a small store footprint, limited product selection, and no sales. The author describes in detail the methods of company management, provides interviews with analysts and clients.

This book will be useful to owners and managers of retail chains who seek to create their own unique concept.