This column was originally published on RealMoney on May 4 at 1:37 p.m. EDT. It's being republished as a bonus for TheStreet.com readers.
Chalk one up for the New Age, consistent-growth companies. I am talking about
( WFMI) and
. Both companies pride themselves on the high-end consumer experience. Both of them are charging far more than their competitors because they have created an atmosphere where people feel treated the way they would if they were buying a Lexus, luxuriously.
I think increasingly we have to look at value-added retailers to see what really allows for full pricing. I see it at
, which creates a great attitude in its stores. I also see it at
, where I pay more for a salad than I should. It's been a theme for
Barnes & Noble
( BGP), although the latter probably has been more successful at getting people to spend at the stores rather than just sightsee.
(By the way, I will be signing books at the Barnes & Noble in Union Square, New York City, next Tuesday. May 9, from 7 to 9 p.m. EDT. Come say hi.
Jim Cramer's Real Money: Sane Investing in an Insane World
is still kicking around
The New York Times
business best-seller list after 14 months.)
It's also interesting how the stocks of the places that aren't that fun to shop at anymore are faring. Nobody's crazy about going either to
, I believe. Neither are they crazy about going to
. Those places are such a drag, as are their stocks.
In Whole Foods' case, the stock deserves to be up even more because it has returned to growth mode, in its 12% comps but also in its decision to scrap that foolish dividend. That made no sense for a growth company, particularly one that is as under-stored as Whole Foods is.
Whole Foods, as well as
( ASD), has managed an impossible comeback. Management, that's what it is, management.
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At the time of publication, Cramer was long Commerce Bancorp.
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