Ahold Delhaize USA has set in motion a strategic play as it has entered a deal to sell its FreshDirect business to Getir. This move comes from the retailer’s commitment to focusing its investments on its omnichannel businesses.
“This was a difficult decision, especially given FreshDirect’s rich history in the New York City area,” said JJ Fleeman, Chief Executive Officer of Ahold Delhaize USA. “However, our strength as a grocery retailer in the U.S. is the true omnichannel experience—a combination of online and in-store—where we have leading brands and market share, strong store density and online presence, and a deep heritage of customer loyalty and relationships. With this decision, we will increase our focus on omnichannel—our biggest growth opportunity.”
With the closing of the deal, there will be no changes for FreshDirect customers, a release stated. All customers will continue to be served by their local delivery teams. In addition, there are no changes to DeliveryPass subscriptions or other services.
FreshDirect is headquartered in the Bronx, New York, and serves the greater New York tri-state area. The business has 3,200 employees and was founded in New York City in 2002. FreshDirect was acquired by Ahold Delhaize USA in January 2021.
“We are proud of the positive impact FreshDirect has had in the online grocery space, raising the bar in offering the best in-season selection of locally sourced goods,” added Fleeman. “In the coming weeks, we are committed to supporting a smooth transition for FreshDirect’s valued employees, customers, partners, and communities, who have been loyal to the brand over the past 20 years, so that FreshDirect will be well positioned to continue as an integral part of New York’s food culture under Getir’s ownership.”
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