Ahold Delhaize USA has announced that it will sell its FreshDirect business to Getir, an ultrafast grocery delivery company operating in five countries.
In a statement released today, Ahold Delhaize said it made the decision to sell FreshDirect to focus on investments in its omnichannel businesses.
Headquartered in the Bronx and serving the greater New York tri-state area, FreshDirect has 3,200 employees and was founded in 2002, acquired by Ahold Delhaize in January 2021.
Getir said the acquisition will lead to significant synergies with FreshDirect, and will emphasise its strategic ambitions to grow in the US. FreshDirect will leverage Getir’s technology and operational footprint to offer faster services to its customer base, which will also benefit from easy access to Getir’s quick convenience service.
FreshDirect customers will continue to be served by their local delivery teams and no changes will be made to DeliveryPass subscriptions or other services, Ahold Delhaize confirmed.
JJ Fleeman, Ahold Delhaize USA CEO, said that the decision was difficult, “especially given FreshDirect’s rich history in the New York City area”.
He added: “However, our strength as a grocery retailer in the US 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”.
Ahold Delhaize USA is the parent company of Netherlands-headquartered Ahold Delhaize’s US companies, including FreshDirect, Food Lion and Giant Food among others. Combined, the local brands of Ahold Delhaize USA comprise the largest grocery retail group on the East Coast and the fourth largest in the nation, operating more than 2,000 stores and more than 20 distribution centres across more than 20 states.
The deal, expected to close within this month, will see FreshDirect retain its brand name and continue to operate out of its facility in the Bronx, New York City.
FreshDirect will enable Getir to further increase the quality and breadth of its product range, particularly regarding fresh products.
“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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