NEW YORK (CBSNewYork) — Grocery shopping just got a little easier for men.

The Westside Market on 110th Street and Broadway on the Upper West Side now has a “man aisle.”

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“Initially it was a joke,” CEO George Zoitas told 1010 WINS. “We were tossing around an idea about maybe making a man section with everything a man would need, whatever men buy.”

The idea started to make a lot of sense the more Zoitas and his team joked about it.

“The Man Isle” was unveiled at the store Wednesday.

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“We launched it at a small section of the store to see how it goes and it’s been going really well,” Zoitas said.

The shelves are stocked with so-called essentials for men, including shampoo, razors, beer, deodorant, beef jerky, chips and water.

“Maybe Walmart has men’s sections with electronics and tools, but I’ve never heard of a supermarket having a dedicated aisle just for things that most men would be interested in buying,” Zoitas said.

If successful, Zoitas will expand the initiative to four other stores in Manhattan in New Jersey.

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