Following a thorough review, Ahold Delhaize USA has entered into an agreement to sell its FreshDirect business to Getir, a pioneer in grocery delivery operating in key U.S. markets and globally.
Ahold Delhaize USA said it made the sales decision in order to focus investments on its omnichannel businesses. It acquired FreshDirect, which was founded in 2002 and serves the greater New York tri-state area with 3,200 employees, in January 2021.
“This was a difficult decision, especially given FreshDirect’s rich history in the New York City area,” said JJ Fleeman, CEO, ADUSA.
“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.”
The acquisition will lead to synergies between Getir and FreshDirect and emphasizes the former’s ambitions to grow in the U.S. FreshDirect will use Getir’s technology and operational footprint to offer faster services to its customer base, which also will benefit from easy access to quick service.
FreshDirect will enable Getir to further increase the quality and breadth of its product range, especially regarding fresh products. Following the closing of the deal, FreshDirect will retain its brand name and continue to operate from its facility in the Bronx, New York City.
There are no changes for customers as a result of the transaction. They will continue to be served by local delivery teams. In addition, there are no changes to DeliveryPass subscriptions or other services.
“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,” Fleeman said.
“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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