What Started As A Bridgewater Boy's Love Of Pokémon Grows Into Thriving Business

BRIDGEWATER, NJ — It was 1998 when Jon Santos was first introduced to the trading card game Pokémon at his friend's birthday party.

"For his birthday, his mom and dad bought him a Japanese pokemon red version. I couldn't read it but I fell in love with the game right in that moment," said Santos, a Bridgewater resident and Bridgewater-Raritan Regional High School graduate.

Now years later, Santos has turned his love for the game into a full-fledged and thriving business as an official partner of Pokémon merchandise.

Santos and his cofounder Jason Caetano launched the online business XPCollect in 2019 where they were able to sell authentic merchandise direct from Pokémon.

"Being an official partner allows us to be able to offer prices lower than the Targets and Walmarts of the world," said Santos. "We offer sealed Pokémon products ... All of our stuff is below MSRP."

As part of his online business Santos had a warehouse in Manville where he stored his merchandise. Unfortunately, Superstorm Ida flooded the entire warehouse costing Santos to lose more than $300,000 in merchandise that was uncovered by insurance. Plus it was going to cost $60,000 for repairs to the building.

"It was a little touch and go and kind of devastating but at end of the day I was not going to let one moment define what we are doing or who we were doing it for," said Santos.

Santos saw this as an opportunity to open his first storefront Elite Poke Box at 345 N Main St. in Manville across from McDonald's and Walmart.

"I always wanted to create a space that was great for kids. Most card game locations are dark and covered with stuff," said Santos.

Elite Poke Box instead is bright and welcoming for all ages.

"It is like a destination spot. People have so much fun in the store. People will drive 3o to 50 minutes to come here. There is no other place quite like what we created. Everything is really, really aesthetically pleasing and clean," said Santos.

The store has a focus on the Trading Card Game and education for young collectors. They also do tons of live stream events from the studio, hosts tournaments and birthday parties.

Santos also offers a monthly subscription box for anyone to sign up that includes official Pokémon products. He is also looking into creating a cell phone app in the future.

For more information on the new store visit XPcollect.com or facebook.com/elitepokebox or call 908-510-8811.

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