The prices aren’t particularly low and the staff isn’t particularly helpful. The store looks disheveled and lived-in, as if it had grown organically through years of trial and error, not through anything as prosaic as a retail “planogram.” In the front window display, food is haphazardly stacked next to diapers and window cleaner, and, in a fit of absurdity, only one item has its price tagged: Johnson & Johnson baby powder, $2.99.ĭuane Reade ought not to be successful. “You gotta be kidding me!” he says finally, and stalks out past the dozen other shoppers reading product labels with the quiet deliberation of people considering books from an unknown author. “Didn’t know how much they cost,” he mutters as he puts one down and picks up another. Inside the Duane Reade on the corner of Delancey and Ludlow on the Lower East Side, a thick white guy in dusty construction boots ruminates on a display of Ben-Gay and its generic counterparts.
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