Getir completes FreshDirect acquisition
Turkish ultrafast delivery platform Getir is the official owner of U.S. online grocer FreshDirect.
Getir has purchased FreshDirect from its previous parent company Ahold Delhaize USA, the U.S. subsidiary of Dutch supermarket conglomerate Ahold Delhaize, for an undisclosed sum. When plans for the acquisition were first announced in November 2023, Ahold Delhaize USA said it made the decision to sell the FreshDirect business to focus investments in its omnichannel operations.
According to Getir and Ahold Delhaize USA, this acquisition will create “significant synergies,” with Getir's technological power improving FreshDirect's technological infrastructure, and FreshDirect customers receiving their orders “much faster.” Getir also seeks to accelerate the growth of its fast delivery business in the U.S. by leveraging FreshDirect’s product portfolio and customer base.
At the time of the initial announcement, Ahold Delhaize USA said there will be 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 will be 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.
Headquartered in the Bronx and serving the greater New York tri-state area, FreshDirect has 3,200 employees.
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.