By Mia Glass
RED BANK – Despite a four-month delay due to the coronavirus pandemic and a ravaging tropical storm last week, the determined team at Sickles was able to open the doors at its new location in Red Bank Aug. 6 to welcome eager customers.
The new market is part of a renovated antique building that was built in the early 1900s, but the inside has a hip, city-like ambiance that is distinct from the original Little Silver location, built in 1908. Chris Cole, managing partner of Metrovation, a real estate development company, approached the Sickles family with a brilliant idea: Transform the old, empty warehouse across from the Red Bank train station into a fresh, modern market. This was the beginning of a successful partnership and a second location for the popular store.
Upon entering the brick building, customers are greeted by a beautiful layout and chic tile floors, designed by the Manning Design Group and the Sickles family themselves.
“We had such a good team and we just did a lot of brainstorming as to what could differentiate this and make it a little bit more fun and whimsical and modern because we’re in a new location in a really cool and historical building that we transformed,” said Tori Sickles, marketing director.
The design is not the only feature that draws customers in. While still keeping customer favorites such as Sickle’s own mozzarella, chips and guacamole, the store has also added more vegan-friendly and other unique options to the deli and bakery.
“The culinary director Chris Mumford and our GM Dan and his team have done a really amazing job curating some unique offerings,” said Maria Carrigan, customer service manager.
Customers to the new Sickles Market in Red Bank are greeted by chic tile floors and a layout designed by the Manning Design Group and the Sickles family.
The Red Bank location also carries many to-go products to cater to those who are working near the area, such as the Monmouth Street Power Pack (named after the store’s address), savory galettes and breakfast sandwiches. The bakery area offers the expanded service of toasting a bagel or croissant for a customer and adding cream cheese or butter spreads as well.
Next to the bakery is a store-within-a-store, Booskerdoo Coffee & Baking Co. Sickles has had a long relationship with the coffee company, selling its beans at the Little Silver shop for years. The Booskerdoo stand inside Sickles opens at 7 a.m., three hours before the market opens, making it the perfect stop for a quick cup of morning coffee.
“I think Red Bank’s fun because we have Booskerdoo. We love Booskerdoo!” said Sickles.
Another unique part of the Red Bank location is its large seafood case that offers a much more expanded selection than in Little Silver. Most of the seafood is local or farmed, so there are many New Jersey fish species such as steelhead, swordfish and black sea bass.
“This is just so big and beautiful. The fish market is what’s really exciting because there’s just more variety and space,” said Joy Sherman of Oceanport, a customer shopping at the market recently, who has been going to the Little Silver location for years.
The vast cheese selection found at Little Silver is also available at Red Bank with even more add-ons. There is the Monmouth Street Meat & Cheese Board, a wax-sealed, take- home platter, as well as the new case next to the cheese that includes all different kinds of charcuterie. Skilled cheese mongers are there to help customers make selections for their next cheese board.
For those over 21, Sickles also offers Bottles by Sickles across the hallway, a liquor store that sells a wide variety of wines complete with its very own cellar. Bottles by Sickles opened in November, so many customers have already had the chance to get a glimpse of the Red Bank store before the market section opened.
While Red Bank offers a lot, there are some items only available at the Little Silver location. For example, the original store is still the place to go for shoppers looking for plants, flowers and gifts.
“Each store has different things, so it’s going to be a personal choice,” said Sickles.
As people try out the Red Bank store in the coming weeks, the staff is excited to hear feedback and shape the new branch into what the customers want.
“It’s definitely a learning process for everybody because we do want this to be different, but with the same Sickles culture and service,” said Carrigan.
Sickles is planning to bring gift baskets to the Red Bank location by the holiday season, as well as catering and personal shopping services. They will also soon have an order-ahead app for curbside and in-store pickup.
Amidst the excitement that comes with opening a new store, the team is also working with the current times: Hand sanitizer stations are installed throughout both stores and every- one is required to wear a mask. Sickles is also acquiring a license for the store, so the cafe originally planned for inside the Red Bank store can be on the sidewalk surrounding the store for the time being. In the future, Sickles is also hoping to collaborate with other Red Bank businesses to offer unique products and experiences.
“We want all of our team members and customers to feel safe and happy in the environment we’ve created for them,” said Sickles. “We will continue to follow all of the guidelines the state has mandated in both Little Silver and Red Bank.”
The article originally appeared in the August 13 – 19, 2020 print edition of The Two River Times.
