Ahold Delhaize selling FreshDirect
Ahold Delhaize selling FreshDirect
Less than three years after acquiring FreshDirect, Ahold Delhaize USA has entered into an agreement to sell the business to Getir, an ultrafast grocery delivery company. The transaction is expected to close by Nov. 30. The retailer said it made the decision to sell FreshDirect in order to focus investments in its omnichannel businesses.
“This was a difficult decision, especially given FreshDirect’s rich history in the New York City area,” said JJ Fleeman, CEO 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.”
Ahold Delhaize said there will be no changes for FreshDirect customers as a result of the transaction. All customers will continue to be served by their local delivery teams. In addition, there should be 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,” said 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.”
Headquartered in the Bronx and serving the greater New York tri-state area, FreshDirect has 3,200 employees. Founded in New York City in 2002, FreshDirect was acquired by Ahold Delhaize USA in January 2021.
