Fresh Formats has announced that it is closing its Fairfield, Connecticut bfresh® pilot store at the end of this month.
The market, one of its millennial-focused new formats launched last year, has only been open since October.
“While we are pleased with the customer response to other Fresh Formats locations, it became apparent that this particular location was not suitable for the bfresh® concept and the company made the difficult decision to close the store,” the company said in its announcement on Facebook. “The company will continue to test and learn with each new store opening, with a focus on urban locations.”
The Fairfield store is one of two markets the pilot was launched in, the other being Allston, Massachusetts, according to parent company Ahold USA’s website.
The brand was established in 2015, and Fairfield was its second test after it premiered in Allston. Despite the setback, the company said it still plans to move forward with immediate plans for growth in the Boston, Massachusetts area.
The next two locations, both in that region, are slated to open later this year, Fresh Formats said.
While the company did say this store’s closure will allow it to focus on investing more on continuing to build its presence in the Northeast, including Connecticut, it is not without its costs.
“Fresh Formats is sensitive to the impact this decision will have on its teammates, loyal customers, and the Fairfield community it serves and will support impacted teammates through this transition,” the company stated in the post, adding that all affected employees have been notified.
The store is expected to close on or before April 30, 2016.