Goodbye, Freasy

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Well, this is a blow. Fresh and Easy is closing all 97 stores in California this week.  Liquidation of inventory has begun. Mrs. UpintheValley took advantage of the markdowns to clear out the bulk items at the Sepulveda store, which was always so conveniently situated right on the way home.

Soon it will be another empty husk in a strip mall. Maybe the Dollar King next door will expand into it like an invading ant army.  Maybe it will sit empty for half a year, while the landlord sits on the property, watching its value increase by the minute. In Los Angeles, the real estate casino always wins.

I suppose a sudden arrival of Trader Joes would be too much to hope for.

Not sure why the Freasy didn’t do better.  While it didn’t offer the vast inventory of Costco, or priced as cheap as SuperKing or the Mexican markets, it had an interesting product mix; plenty of vegan and gluten-free options, pre-packaged semi-gourmet meals for singles, ample parking, easy self-checkout.  Also, it was the only place in the Valley open 24 hours, which made for a welcome 3 am pit stop after a long night Ubering.  Andrew at HereinVanNuys described it as like grocery shopping at Ikea, which was not an inaccurate assessment.   It was a store that made perfect sense on paper, but never got the trade to come through the doors.

Seeing the going out of business signs made me think of a different strip mall, at Selma and Cahuenga.  A decade ago it was just another shitty corner in a tacky, at times crime-addled, part of Hollywood.  There was the inevitable liquor store/laundromat combo, the impossibly tight parking spaces, insufficient in number. Crackheads and winos, puttering about. Trash.  Garish signage. A forgettable eyesore.

Today there are three, count them, three, gastropubs, a Pinkberry, and a couple boutiques.  In one strip mall.

The corner of Sepulveda and Vanowen a decade ago had a Ralphs, a Baskin Robbins, high traffic and good visibility.  It was surrounded by quiet leafy neighborhoods of mid-century homes populated by middle class people with jobs.  Dated, certainly, but a solid business investment, one would think.  Apparently one would be wrong.

The divergent fates of these two corners say a lot about what’s happening to this City.

7 thoughts on “Goodbye, Freasy”

  1. Ah. You had me right up until the moment you accidentally revealed your true Los Angeles colors. Ample convenient free parking with extra wide spaces. Yes. This is the distinguishing characteristic of a truly world class city. Paris, Shanghai, London, Tokyo, Rome… The surface parking lots are always exceptional.

    1. Well, I was trying to place myself in the mindset of my fellow Angelenos. It’s a malady of the city we all suffer from.

  2. The manager was an extremely nice woman who always greeted me. She, and others there, worked hard and kept the store clean and well-stocked. It was a progressive and healthy addition to the neighborhood which is otherwise full of unhealthy choices.

  3. Not the only 24 hour store in the valley. Von’s at LaurelCyn / Ventura and Ralphs at Burbank / Van Nuys Blvds come to mind. There are others.
    I feel for my friend who worked there.

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