Introduction
The West Point Market was founded in 1936 by 3 partners, John Seiler, Harry Anderson, and Harold Dwight Vernon in Akron, Ohio. With an investment of $ 500.000 each and their special knowledge and skills, they founded the originally named Point Market with a width of 3000 square feet which was known as a neighbourhood meat market which also sold cheese.
The first expansion took place in 1941 when the market moved its location more westwards and therefore was renamed West Point Market. 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". As he became sole shareholder and president in 1978 he had the power to change the strategic direction which resulted in a restructuring of the market into a gourmet merchandise luxury market.
Due to the existing highly competitive market in Akron respective low-price appeals of conventional supermarket chains such as Acme/Click, Giant Eagle and Apple´s, Russ Vernon was aware that he would not go for price competition but for higher service at a premium price by offering a greater variety of specialty pro ...