Shoppers Stream in during Grand Opening Celebration

CARMICHAEL, CA (MPG) - Heine Roikjer has gone from selling shelves to stocking shelves. The Danish-born businessman retired from a 27 year career with the IKEA furniture empire to become a grocer and is now serving customers in a gleaming new Carmichael supermarket.

Roikjer (54) began retail experience by helping in his dad’s Copenhagen convenience store. Before Ikea, he sold clothing. He opened a Jeddah (Saudi Arabia) store for the Swedish company and later launched IKEA in Sacramento.  “My family and I were happy in California, so we decided to stay,” he says.  “When I retired two years ago, it seemed too soon for me to not work. Several friends had positive experiences with the Grocery Outlet organization, so I got into their training program. And now, here I am with my own store.”

Because his Marconi Avenue premises had sat vacant for several years and had become an eyesore, the store is hailed as good news by neighboring businesses and residents. The market adds 30 new jobs to the local economy and Roikjer’s daughter Karla (12) and son Konrad (18) also work part-time for dad. His Iranian-born wife Ramona is a dentist but -- to support the new venture -- the doctor closed surgery for two days to pitch in for the opening. “She cashiered and helped in the office,” says her husband. “It’s a family business and I couldn’t have managed without my family.” 

Opening at 7 am, Roikjer began his new career among a steady stream of shoppers. “In four hours, we had nearly 300 people through the doors,” he reports. “I was encouraged by lots of smiles and people welcoming me to the area.”

In line with the Grocery Outlet corporation’s policy of giving back, a show of philanthropy accompanied the grand opening. The grocer donated $1000 to Carmichael Homeless Assistance Resource Team (HART). The Carmichael Food Closet was blessed by 100 loaves of Bimbo Bakeries bread.

An active volunteer with the Carmichael Rotary Club, Roikjer confirmed his store’s largesse was not a one-time effort. “My support for the area will be ongoing,” Roikjer pledged. “I’ll also keep giving to HART and the food closet, and I plan to get involved with local schools as a youth activities sponsor. I have a big heart and I’m really proud to become a partner in this community.”

The Carmichael Grocery Outlet is located at 5025 Marconi Avenue. Operating hours are between 7 am and 9 pm.