Joe Coulombe has succeeded in retail without ever trying to accommodate the mass market. Like many successful entrepreneurs, Coulombe has succeeded in carving out a unique niche that appeals to a small slice of the consuming public — in the case of Trader Joe's Market, to the overeducated and the underpaid. “What that originally meant was, everyone from underpaid musicians to out-of-work PhDs could come to Trader Joe's and find elements of the lifestyle they ...

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