VONS TO SHELVE ONE NORTHRIDGE STORE.

Byline: Brent Hopkins Staff Writer

NORTHRIDGE - The supermarket freezers will shut down, and its bakery will grow cold on Sunday as a Northridge Vons location closes its doors for the last time.

Formerly a Ralphs before Vons took over several years back, the spot at the corner of Devonshire Street and Reseda Boulevard has fallen on hard times, according to customers. Competition from neighboring Albertson's, Ralphs and Gelson's all cut into its market share, and the store failed to keep up with the upscale products the neighborhood had become accustomed to.

``They really did a bad job of marketing to the community,'' said Jacalyn Williams, a longtime Vons shopper. ``They had excellent customer service, they just didn't have what the customers were looking for.''

Williams, a stay-at-home mom raising three children, can offer more insight on the store closure than an industry analyst. In her estimation, the chain should have added more premium products and health food to meet with its upscale competitors. A real estate agent by trade, she pointed to the rising property values in the Northridge area as the need for a ritzier image.

``If you just spent half a million dollars on your house and are driving around in an expensive car, you want the premium experience,'' she said. ``A lot of the people I talked to in the neighborhood are going to Ralphs, because they want the upscale atmosphere.''

Vons spokesman Damon Rice confirmed that the store's end was near, but would not discuss its shutdown at length.

``That store will be closing after Sunday, Aug. 4,'' he said. ``We tend to get asked when one closes what the reasons were. People are curious about sales figures, strategic planning, etc. We consider that proprietary information, however, so I can't really comment on it.''

Leading up to its 6 p.m. closure, the store is offering a sale to help clear shelves of merchandise. Already, the produce department has been nearly cleared, a row of dented melons sitting sadly in the corner. Whole aisles have been vacated and the meat department's pulling double duty with eggs now residing in its cases. Though still impressive looking and well-lighted, the store is clearly on its way out.

The store's main appeal to long-term customers also proved to be its downfall.

``I liked it because it wasn't crowded,'' said Robert Yabu, a Northridge retiree picking up paper towels on Friday. ``This is a bad spot, so you didn't see many people here.''

And with the competition, and even a sparklier, recently renovated Vons right down the street, the store lost even the traffic drawn in by neighboring Starbucks and Jamba Juice.

``There's three different Vons near here, and this is the least used,'' said John Lawrence, a construction products firm manager picking up a few last dry goods. ``I just came here for odds and ends. ... This shopping center just doesn't do much for me, it's just a pass-through zone.''

Though underutilized, the store will be missed by fans like Williams.

``I've always loved their customer service, because you can't find it better anywhere else,'' she said. ``If you're in line with your three screaming kids and forgot your hot dogs, they'll run and get them for you.

CAPTION(S):

photo, map

Photo:

(color) The Vons at Reseda Boulevard and Devonshire Street, once a Ralphs, will be shutting down for good on Sunday.

Charlotte Schmid-Maybach/Staff Photographer

Map:

VONS