{image1}When the Kohl's grocery store at 8616 W. North Ave. in Wauwatosa closed last summer, many in the neighborhood lamented the loss of yet another business, and a grocery store, to boot.

But resignation turned to excitement when word was that the Balistreri brothers -- Patrick, Nick and Ted -- who own the Whitefish Bay Sendik's were planning to open up in the space.

According to Patrick Balistreri, about 4,000 sq. ft. of space is being added to the existing 10, 500-sq. ft. space -- built in the 1950s -- and the newest Sendik's (at least until one in Mequon opens shortly afterward) is expected to welcome its first customers by the end of March or the beginning of April.

"We're basically gutting the entire place," says Balistreri, whose excitement about the new grocery store is palpable, even over the telephone. "It's basically going to be an entirely new store."

But the place will feel a lot like it's elder -- and larger at about 18,000 sq. ft. -- Whitefish Bay sister, according to Balistreri.

"We'll be offering the same kind of product lines and we will continue to focus on the best in quality," says Balistreri, who makes no secret of his passion for food and for eating. "I think that we're definitely known for our fresh fruits and vegetables; that's pretty much our staple. But our meats area is second to none and our deli is all scratch, We create it all ourselves."

Although the bakery department will not be very large -- "we don't have a ton of space to have our own ovens," Balistreri says -- the store will have an extensive selection of organic produce and other products.

"It is something you don't find in a traditional grocery store," Balistreri says, "but we'll have an extensive line of organic products."

Wine dept. liquor dept. great cheese and some of your finer grocery items along with everyday mainstream items. I think there's a stigma of us being a high-end grocery store, which is not necessarily a bad thing but on the other hand I'm extremely competitive in the marketplace and I really feel as though me and my two brothers are real fair about our pricing on stuff.

Balistreri says that the residents of the neighborhood and the Village of Wauwatosa has already made the experience a rewarding one for him.

"We feel that it's a great, great community, we're looking so forward to it. The reception that we've received from the Village and the residents has been overwhelming. I can't even describe the great feeling we've had when going through the process with the design committees and the public forums were just so warm. It reiterated our decision."

The new store has also received the blessing of other business owners in the area, many of whom see it as a magnet that will attract customers onto the little shopping strip that extends to the west along North Avenue.

"I've met some of the people there - like at John's Sandwich Shop - and they're real excited about the store," Balistreri enthuses. "I know the guy that owns Ray's (liquor store) and he wrote us a letter saying welcome to the neighborhood.

"As far as I know they're happy and they should be, (the store) is going to be a destination spot that will revitalize that little area there and bring in a little bit more interest. That's the feeling around the village in Whitefish Bay: that we are a major tenant on the street that draws people in and is a good thing for everybody."

That warmth is exactly what drew the Balistreri's to the neighborhood.

"It's such a family community there and it (the store) fits in with the community. It's a family business in a family community. I plan on being in that store quite a bit."