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New Wave

Water stores that cater to budget-minded, health-conscious families are making a splash.

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This story appears in the January 1997 issue of Entrepreneur. Subscribe »

Fredrick Bozin's product has no taste. And that's just fine: Tastelessness is, to him, the very point--although his product is also pure, economical, and usable in every household in his selling area.

What's Bozin selling? Try water. That's right; the inventory at his Watermarket store in Fallbrook, California, consists of gallons of clear, clean, inexpensive water. While other entrepreneurs try their hands at new, cutting-edge products, Bozin and a groundswell of water retailers like him are selling a product as old as the hills.

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