Trader Joe's has turned the ultracompetitive world of U.S. grocery retailing on its ear. And it has had fun doing it. Since 1958, this independent-thinking company has grown from a small chain of convenience stores in the U.S. to a 2 billion USD niche player by offering high-end products at fair prices, ringing up sales with private labels, nurturing a loyal workforce, and creating an atmosphere that makes shopping fun. This is the first in-depth look into this chain. Drawing from interviews with industry executives, analysts, customers, and more, Lewis analyses the methods, mindset, and formula for this unconventional and daring success.