Ahold Delhaize sells FreshDirect to ultrafast delivery platform Getir
Ahold Delhaize USA will sell its FreshDirect online grocery business to a Turkish ultrafast delivery platform.
The U.S. subsidiary of Dutch supermarket conglomerate Ahold Delhaize says that following a thorough review, it has made the decision to sell the FreshDirect business to focus investments in its omnichannel operations.
“This was a difficult decision, especially given FreshDirect’s rich history in the New York City area,” said J.J. Fleeman, CEO, 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.”
According to Ahold Delhaize USA, there are no changes for FreshDirect customers as a result of the transaction. All FreshDirect customers will continue to be served by their local delivery personnel In addition, there are no changes to DeliveryPass unlimited delivery subscriptions or other services.
Ahold Delhaize USA and FreshDirect – a brief history
Along with private investment firm Centerbridge Partners, Ahold Delhaize USA acquired New York City-based FreshDirect for an undisclosed sum in January 2021. Fresh Direct’s e-commerce platform enables customer ordering, from picking through packing to last mile delivery, including the ability to provide same-day and rush delivery.
In August 2023, FreshDirect partnered with digital product agency Work & Co to improve digital and mobile product discovery and reordering while also helping new customers understand its product assortment.
What is Getir?
Founded in Turkey in 2015 and based in Istanbul, Getir offers everyday items, including chocolate, water, dairy, cleaning materials, snack chips, and pet food for delivery to customers within 10 minutes. Getir made its U.S. debut in Chicago in November 2021 and then expanded operations here to New York City and Boston.
However, more recently Getir has reduced staff, scaled back plans for further U.S. growth, and also been offering same-day and next-day delivery services.
Headquartered in the Bronx and serving the greater New York tri-state area, FreshDirect has 3,200 employees. Ahold Delhaize USA, a division of Netherlands-based Ahold Delhaize, is the parent company of Ahold Delhaize’s U.S. companies, including its local brands – Food Lion, Giant Food, The Giant Company, Hannaford, Stop & Shop and FreshDirect, along with Retail Business Services, its U.S. support services company; Peapod Digital Labs, its digital and e-commerce engine; and ADUSA Distribution & Transportation. When considered together, the local brands of Ahold Delhaize USA comprise more than 2,000 stores and more than 20 distribution centers across more than 20 states and serving millions of omnichannel customers each week.