Bradford village store to close

Marilyn Rainville, right, talks to Heather Hood, of Bradford, Vt., as she works behind the register at Bliss Village Store and Deli in Bradford, Vt., on Tuesday, Oct. 1, 2024. The general store, which is owned by Rainville’s son Christopher Petrossian-Rainville, announced it would close its doors on October 15 due to economic pressures, ongoing staffing shortages and a decrease in foot traffic. “It’s a very emotional situation for me,” Rainville said. (Valley News - Alex Driehaus) Copyright Valley News. May not be reprinted or used online without permission. Send requests to permission@vnews.com.

Marilyn Rainville, right, talks to Heather Hood, of Bradford, Vt., as she works behind the register at Bliss Village Store and Deli in Bradford, Vt., on Tuesday, Oct. 1, 2024. The general store, which is owned by Rainville’s son Christopher Petrossian-Rainville, announced it would close its doors on October 15 due to economic pressures, ongoing staffing shortages and a decrease in foot traffic. “It’s a very emotional situation for me,” Rainville said. (Valley News - Alex Driehaus) Copyright Valley News. May not be reprinted or used online without permission. Send requests to permission@vnews.com. Valley News - Alex Driehaus

Stephany Ramirez hands a container of coleslaw to a customer at Bliss Village Store and Deli in Bradford, Vt., on Tuesday, Oct. 1, 2024. Despite a modest increase in deli prices, the store has tried to limit the costs it passes on to customers. “He doesn’t want to charge a customer $50 for a sandwich,” Marilyn Rainville said of her son, who owns the general store. (Valley News - Alex Driehaus) Copyright Valley News. May not be reprinted or used online without permission. Send requests to permission@vnews.com.

Stephany Ramirez hands a container of coleslaw to a customer at Bliss Village Store and Deli in Bradford, Vt., on Tuesday, Oct. 1, 2024. Despite a modest increase in deli prices, the store has tried to limit the costs it passes on to customers. “He doesn’t want to charge a customer $50 for a sandwich,” Marilyn Rainville said of her son, who owns the general store. (Valley News - Alex Driehaus) Copyright Valley News. May not be reprinted or used online without permission. Send requests to permission@vnews.com. Valley News - Alex Driehaus

Customers stop in for food, lottery tickets and other conveniences at Bliss Village Store and Deli in Bradford, Vt., on Tuesday, Oct. 1, 2024. Christopher Petrossian-Rainville bought the business and its namesake building in June 2022, and it will be the fifth business to close in Bradford since then. (Valley News - Alex Driehaus) Copyright Valley News. May not be reprinted or used online without permission. Send requests to permission@vnews.com.

Customers stop in for food, lottery tickets and other conveniences at Bliss Village Store and Deli in Bradford, Vt., on Tuesday, Oct. 1, 2024. Christopher Petrossian-Rainville bought the business and its namesake building in June 2022, and it will be the fifth business to close in Bradford since then. (Valley News - Alex Driehaus) Copyright Valley News. May not be reprinted or used online without permission. Send requests to permission@vnews.com. Valley News - Alex Driehaus

Marilyn Rainville laughs as she talks to Quinn Treadgold, of Bradford, Vt., and his one-year-old daughter Ellie at Bliss Village Store and Deli in Bradford, Vt., on Tuesday, Oct. 1, 2024. Treadgold heard the store was closing and decided to stop by to purchase a few breakfast essentials as a show of support for the local business. (Valley News - Alex Driehaus) Copyright Valley News. May not be reprinted or used online without permission. Send requests to permission@vnews.com.

Marilyn Rainville laughs as she talks to Quinn Treadgold, of Bradford, Vt., and his one-year-old daughter Ellie at Bliss Village Store and Deli in Bradford, Vt., on Tuesday, Oct. 1, 2024. Treadgold heard the store was closing and decided to stop by to purchase a few breakfast essentials as a show of support for the local business. (Valley News - Alex Driehaus) Copyright Valley News. May not be reprinted or used online without permission. Send requests to permission@vnews.com.

A photo of the Bliss Hotel from 1900 hangs on the wall at Bliss Village Store and Deli in Bradford, Vt., on Tuesday, Oct. 1, 2024. For years independent general stores across the state have been closing as they struggle to remain economically viable. (Valley News - Alex Driehaus) Copyright Valley News. May not be reprinted or used online without permission. Send requests to permission@vnews.com.

A photo of the Bliss Hotel from 1900 hangs on the wall at Bliss Village Store and Deli in Bradford, Vt., on Tuesday, Oct. 1, 2024. For years independent general stores across the state have been closing as they struggle to remain economically viable. (Valley News - Alex Driehaus) Copyright Valley News. May not be reprinted or used online without permission. Send requests to permission@vnews.com. Valley News - Alex Driehaus

By JOHN LIPPMAN

Valley News Staff Writer

Published: 10-03-2024 6:01 PM

BRADFORD, Vt. — Since Marilyn Rainville took over running the Bliss Village Store and Deli in the summer of 2022, she’s watched as four other small businesses along Bradford’s Main Street have, one by one, closed up shop.

The cheese store, a boutique, a coffee shop and a thrift store, Rainville ticked off as she worked the cash register at the counter of her store on Tuesday afternoon as customers came in to buy snacks, cigarettes and lottery tickets.

“We’re number five and there’s a six and a seven that are talking about it,” Rainville said.

This past Sunday, Rainville posted on social media that 27 months after she and her son acquired the Bliss Village Store and Deli from longtime owner Mark Johnson, the market and sandwich shop will close on Oct. 15, the latest in a roll call of general stores to close in the Upper Valley over the past decade.

The store — a quick stop to grab breakfast, lunch and dinner for generations — has been a favorite among staff at Colatina Exit, a restaurant next door. They often pop in for an energy drink or something quick after work, as do kids from The Hub youth center a couple doors down. But that’s not enough.

“We tried, but couldn’t make it work any longer,” said Rainville, who has lived in one of the apartments in the Bliss Hotel building above the store and now plans to return back West from where she joined her son, Chris Petrossian-Rainville, when he bought the Bliss Village Store. He had seen the 218-year-old historic Greek Revival building after seeing it listed for sale on a business broker’s website.

Rainville said her son, who had made some money in his investments, wanted to invest the profits in another business. But two months after they closed on buying the store and property, her son, who is in the military, was deployed overseas.

So Rainville has been single-handedly running the store ever since, logging 60-plus hours a week.

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(The days are long, 6:00 a.m. to 9 pm., Monday through Friday, and 7:00 a.m. to 9 p.m. on weekends).

Once as ubiquitous feature of small town New England life as white clapboard churches and village greens, scores of independent general stores — the exact tally is difficult to gage but before the onset of the pandemic in 2020 the Vermont Retail and Grocers Association pegged the number of “traditional” village stores at between 70 and 75 — have been steamrolled by gas station convenience store chains and dollar stores.

In August, Erin’s General Store, the former B & B Cash Market in West Fairlee, closed after reopening in 2020 under a new owner. Upper Valley towns that have lost general stores in recent years include Thetford Center, Cornish, Grafton, Canaan Village, Brownsville, Taftsville and Quechee, among others.

Rainville, a former manager with the Pilot/Flying J Truck Stop chain of highway fuel stations and convenience stores, said that in the first six months of running Bliss Village Store “business was good.” She inherited the staff who worked under previous owners, three of whom had decades of experience in the store and could handle a variety of tasks.

But the three veteran employees all retired over the next 18 months and Rainville said finding and retaining reliable employees has become difficult, meaning she has barely been able to take but the spare day off in more than two years.

A staff that was 22 — mostly part-time workers — when she arrived is now down to 14.

Meanwhile, she said, “insurance doubled and the my utility bills are 25% more and foot traffic 35% less,” she said (electricity costs have gone up so much that in the summer of 2023 Rainville said she had to unplug the soft-serve machine and scoop only hard ice cream).

Then the store had a run of bad luck. A frozen pipe burst in February, 2023, flooding the store and causing it to close for repairs. The entire winter of 2023 was a disappointment, as the unseasonably warm weather reduced the influx of skiers, usually a reliable source of business.

“Nobody was coming in that winter,” she said.

But even apart from the odd offseason, the fundamentals of the small store business no longer add up, according to Rainville.

“Village stores are really not sustainable any longer,” Rainville said, noting she once read

Although Bliss Village Store’s primary business is the deli counter, refrigerated beverages and beer, its location on Bradford’s Main Street has made it a convenient place to pop in and grab a quick bite and coffee.

Vin Wendell, who owns the Colatina Exit restaurant and who grew up in Bradford, has been going to the store since he was young. His father owned the five and dime store in town and would send him up the street to Bliss Village Store “mostly for cigarettes.”

“I was just a little kid but back then everyone knew everyone and they knew who it was for,” Wendell remembered, laughing at how ridiculous that would be today.

Because the restaurant is located next door to the village store, Wendell said people picking up take-out orders from Colatina would also duck into Bliss Village Store to purchase wine or beer to go with their meal.

“We complimented each other,” Wendell said.

On Tuesday, Quinn Treadgold came into Bliss Village Store toting his 13-month-old daughter Eloise in a baby carrier after learning on social media the store would be closing “and I thought I’d help them clear out the shelves.”

Treadgold, who works from home in Fairlee several days a week as a building envelope testing manager, said he usually would head for Bliss Village Store “about three times a month” for lunch and always ordered his favorite, the Main Street Sub — ham, turkey, bacon, Swiss cheese, Thousand Island dressing and cole slaw — which, at $9.25 for a small and $11.75 for a large, Treadgold called, “very fairly priced.”

Most important, he added, “I’m never hungry afterwards.”

Also in the store for a final visit on Tuesday was Scott Fitts, of North Haverhill, a retired steamfitter at Dartmouth College who said he made a habit of “every morning for 20 years” of stopping at Bliss Village Store to get a coffee and a doughnut on his drive into work in Hanover.

“I had to check it out one more time,” Fitts said, waiting in line with a container of cole slaw.

Rainville said her son plans to continue owning the building and they are talking with people who are interested in leasing the space, possibly as a general store, cafe or a Mexican restaurant. One person wanted to renovate the vacant apartments upstairs and turn it into a short-term rental.

Rainville doesn’t know which one will come through, although she said she is telling prospective lessees what is important to her.

“I got my Colatina people and I got my Hub kids. Those are the big ones that come in here all day long. I just hope that no matter who comes in here can take care of them.”

Contact John Lippman at jlippman@vnews.com.