Earlier this year, we reported that Ahold Delhaize inked a deal to acquire a host of DEEN stores to convert to the Albert Heijn banner. Now, the retailer has revealed that the transaction is complete, marking the start of the conversion of the 38 DEEN stores in Noord-Holland, Flevoland, Gelderland, and Overijssel to Albert Heijn stores.
“I’m proud of the fact that we were able to achieve this transaction with the three partners so we can serve the DEEN customers in the best possible way together with DekaMarkt, Vomar, and Albert Heijn. Hereby a warm welcome to our new colleagues,” said Wouter Kolk, Chief Executive Officer of Ahold Delhaize, Europe and Indonesia.
The first new store will open on September 22. According to a press release, the intention of DEEN to sell the DEEN supermarkets was announced in February and approved by the Netherlands Authority for Consumers and Markets (ACM) on July 9, 2021. The financial details of the transaction have not been released.
Marit van Egmond, CEO of Albert Heijn, also added a comment on the matter in Ahold’s recent press release.
“Albert Heijn and DEEN are cut from the same cloth," she added. “We both have been household names in many Dutch homes for generations—DEEN for 88 and Albert Heijn for almost 135 years. Indeed, it is an honor that we have been mandated to continue operations at the 38 DEEN stores, the flower shop, and the distribution center. This is a major boost to our desire to always be there for our customers, no matter where they need us, including in Noord-Holland, where most DEEN stores are located. I look forward to working with our new colleagues.”
Stay tuned as Deli Market News continues to report on the ambitious expansion strategies we see in the retail sector.