In the bustling world of retail, where sterile big-box stores often clash with high-priced specialty boutiques, Rubal Sharma is carving out a middle ground that is meant to feel a lot more like home.
The owner of Chandler’s Top Shelf more recently acquired the additional job title of Midwest regional developer for Street Corner Urban Market — and he isn’t just selling groceries; he’s selling a lifestyle.
Born in Queens, New York, and raised in Lansing since 1999, Sharma has spent over two decades watching the Capital City evolve. Now, he’s ready to lead its next major transformation by selling Urban Market franchises that are designed to be the ideal marriage of convenience and quality.
“We’re going very aggressive,” Sharma said of the Urban Market concept. “We are looking at 100 locations in the next five to seven years across the Midwest — Chicago, Cleveland, Indianapolis. But it starts here, in the mid-tier cities that are ready for something better.”
Greater Lansing will serve as the nucleus for the Midwest expansion, with the first Street Corner Urban Market store expected to open in East Lansing’s Hannah Plaza on Hagadorn Road within the next eight months.
’TOP-SHELF’ EXPERIENCE
Retail has deep roots in Sharma’s family. His father owned the Downtown Party Store on Washington Square in Lansing, and Sharma learned the trade by working at the location since he was a child.
After working as a real estate broker, Sharma reentered the family business by opening Chandler’s Top Shelf at 16820 Chandler Road in East Lansing four years ago.
“It’s a top-shelf mom-and-pop,” Sharma said. “I customized it for the clients here — lots of hot food, deli selections and high-quality items you wouldn’t find at a standard outlet. At the time, there was nothing here; however, when I was doing site selection and did the research and analyzed the data, there were housing units and well over 2,000 students in this area. It was the perfect spot.”
While Chandler’s was a success, Sharma found himself looking for the next peak.
“Last year, I thought to myself that I’d plateaued on the revenue side at Top Shelf,” he said. “I wanted to either franchise it or be part of a franchise with a similar soul.”
His search led him to Street Corner Urban Market. After a trip to Los Angeles to meet the CEO, Sharma didn’t just sign on for a store; he pitched a vision for the entire region.
“He wanted me to be the developer for Michigan, but I told him I wanted the whole Midwest,” Sharma said. “I wanted to be the boots on the ground to grow this as fast as possible.”
SCIENCE OF THE SPOT
Urban Market is a national brand with 83 locations across the United States, primarily in California, Florida and Texas. The company is now looking to set up franchise operations in mid-tier cities, with a specific focus on university hubs.
For those who’ve never stepped inside, Sharma described the Urban Market experience as a “mini Trader Joe’s” — combining the ease of a corner store but stepped up with chef-curated meals, organic charcuterie, high-end keto snacks and locally focused offerings.
“We’re fixing a gap,” Sharma said. “People shouldn’t have to drive 40 minutes to a big grocery store for high-quality ingredients, nor should they have to settle for processed gas station food. We are the middle ground.”
Lansing is experiencing a “mixed-use” explosion. Sharma’s strategy is built on identifying high-traffic, urban environments where people live, work and play in a concentrated radius. He employs the same site-selection surveys used by giants like 7-Eleven and Speedway to ensure every location is a winner.
“There are locations where a Walmart or a gas station simply can’t go, but the demand for organic food is there,” Sharma said.
His map is already dotted with upcoming projects: the Red Cedar development across from the old Sears, and potential sites in Grand Rapids’ “Medical Mile” and Detroit’s Corktown.
LOCAL HEART, NATIONAL BRAND
Despite the aggressive growth plans, Sharma remains a local at heart. He is moving away from the world-weary convenience model of plexiglass and neon lights toward a sleek, tech-forward aesthetic that highlights products made in the region surrounding each store location.
“Here, we’re going to have local popcorn made right here in Lansing,” Sharma said. “Our meats will come from companies like Koegel’s in Flint or Detroit-based brands. Even our cheese is sourced from a local company in Paw Paw. That’s why we’re unique. It’s luxury and convenience meeting together, but the flavor is purely Michigan.”
To reach his goal of 100 Midwest locations, Sharma is actively seeking partners. But he isn’t just looking for investors; he’s looking for “hospitality entrepreneurs.”
“Beyond the financials, I’m looking for partners who are obsessed with the vibe of their store,” Sharma said. “I want people who treat their market like a local landmark.”
To ensure their success, Sharma and his team take the heavy lifting off a new owner’s plate. They handle everything from A to Z: site selection, architectural design, fixture sourcing and permits.
“We manage the complex technicalities and logistics so the owner can focus on their team and connecting with the community,” he said.
More than a business owner, Sharma’s vision and its potential position him as something more along the lines of a neighborhood curator.
“In five years, when you see a Street Corner Urban Market on every block, Lansing will feel more premium and more connected,” Sharma said “I imagine people walking their dogs to an Urban Market for breakfast or popping in for a bottle of wine. It’s about changing the daily rhythm of the city.”
GET IN TOUCH
To contact Rubal Sharma for further inquires on Street Corner Urban Market franchises, call 517-209-0196 or email rubal@streetcorner.com.
