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NEW YORK – Ahold Delhaize USA has reached a deal to sell its FreshDirect online grocery business to Getir, a pioneer in ultrafast grocery delivery.
Ahold Delhaize said Wednesday that it decided to sell the online grocer in order to concentrate on its omnichannel businesses.
“This was a difficult decision, especially given FreshDirect’s rich history in the New York City area,” Ahold Delhaize USA chief executive officer JJ Fleeman said in a statement. “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.”
Ahold Delhaize said FreshDirect customers would experience no big changes as a result of the transaction, which is expected to close by November 30. Headquartered in the Bronx and serving the greater New York tri-state area, FreshDirect has 3,200 employees and a deep-rooted culture of delivering the highest quality, freshest food. 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,” 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.”
FreshDirect customers will not see changes to their service as a result of the transaction. All customers will continue to be served by their local delivery teams. In addition, there are no changes to DeliveryPass subscriptions or other services.
Getir said the acquisition will lead to significant synergies between its operations and FreshDirect’s, and will support Getir’s strategic ambitions to grow in the United States. FreshDirect will leverage Getir’s technology and operational footprint to offer faster services to its loyal customer base, which will also benefit from easy access to Getir’s quick convenience service, the company said, while FreshDirect will enable Getir to further increase the quality and breadth of its product range, especially regarding fresh products, making it even more attractive to its New York customers.
