James is one of five retail store leaders the NRF Foundation is showcasing in 2027.
Our five honorees embody their brand’s values, inspire their teams, and make meaningful impacts on their customers and communities.
James Wallace joined Brown’s ShopRite when he was 18 years old. At the time, he was playing junior ice hockey and working toward an opportunity to attend college. The ShopRite near his home offered the flexibility he needed around an unpredictable sports schedule, along with a chance to earn some extra money. “It started as a part-time gig to have enough money to fill up my gas tank,” he said. “I’ve been here ever since.”
James Wallace began as a maintenance clerk before becoming a cashier and then spending several years in produce. When he left the area for college, Brown’s ShopRite welcomed him back each summer, allowing him to continue learning different departments across the store.
After graduating with a background in business and marketing, he returned home and began pursuing management opportunities within the company. His experience took him from the store to the corporate office and back again, serving in roles that included closing manager, analyst, lead assistant and store director. “ShopRite with the Brown family is the only thing I really know,” he said. “I’ve done a lot of positions throughout my 15 years with the company.” Most recently, James became a merchandising manager, supporting Brown’s ShopRite store locations across the company.
James works with teams across Brown’s ShopRite stores to strengthen merchandising, improve consistency and identify opportunities for growth. His approach has been to develop a successful program with one store, test it, then sharethe results and lessons with others. When an idea works, teams can adapt it across additional locations. When something does not work, those lessons are shared, too.
“We try to perfect the craft and then show that out to the other stores and say, ‘Look at the success we had here. This program does work,’” he said. “And if a program doesn’t work, we share that as well. That way, we learn from each other.”
For James, lasting improvement requires more than giving instructions. It depends on helping department managers and associates understand the opportunity, contribute their own ideas and take ownership of the outcome.
“It’s not coming in with the ‘do as I say’ mentality,” he said. “Get the buy-in, have them make it their own and show them their success.”
James’ leadership style reflects his own journey. Because he began in an entry-level role and worked throughout the store, he understands the contribution every associate makes to the customer experience. “Everybody’s job is so important,” he said. “It doesn’t work without the maintenance associate, the cart associate or the cashier. We’re looking for feedback from everybody.” That perspective shapes the culture he seeks to create. Rather than treating a store as simply another place to buy groceries, he encourages associates to think of it as their own business and take pride in serving their neighbors.
“How can we separate ourselves and give a great experience within the store?” he asked. “How can we make it feel like a community rather than just another place to get groceries?” His answer is grounded in participation. Associates should have the chance to contribute ideas, understand the goals behind their work and see the role they played in achieving results.
Throughout his career, James has felt supported by leaders who invested in his development, communicated openly and always made themselves available. When he reaches out with a question, he knows someone will answer and help. That support has encouraged him to continue thinking about what his next opportunity could be within the company. “I’ve never thought about changing my career,” he said. “I’ve always thought, ‘What’s next for me at Brown’s ShopRite?’”
Looking back, James could not have predicted that his first job at Brown’s ShopRite would become his career. What kept him there was not one position or promotion, but the support he received, the relationships he built and the opportunity to make a difference for others.
“It doesn’t feel like work,” he said. “I feel like I have an impact on people’s lives, and I get a lot of enjoyment out of that.”
James is one of five distinguished retail store leaders the NRF Foundation is showcasing in 2027. We are shining a spotlight on leaders driving team growth and development, leading high-performing stores, and are demonstrating excellence through both business results and people-first leadership.
