Why Won't Stew Leonard's Build a Store in NJ?

I've been wondering this for a while. I LOVE Stew Leonard's. The food is great, prices on most items are fair (and sales are very good), and it's fun shopping there. So why won't they build a real store in NJ?

They have a bunch of those wine stores in NJ (but I think they just license the name to those stores). They have stores in Norwalk, Danbury, and Newington CT, a wildly busy store in Yonkers, a Long Island store in Farmingdale and are adding a second Long Island store in East Meadow.

But why are they avoiding NJ? Can we at least get something on this side of the Tappan Zee? I'll take Rockland County. Anybody know why they won't build in Joisey?