Giant Food Stores put an emphasis on its Nature's Promise store brand inside the new, smaller Heirloom Market format.
Giant Food Stores is investing $114 million to build two new stores, remodel 35 and construct a new e-commerce fulfillment center, all in the Pennsylvania area. The moves are building off of recent successes of a Giant Heirloom Market in Philadelphia and Giant Direct Brands.
The Giant Heirloom Market officially opens in Philadelphia on Jan. 25, and is a smaller store format that has a focus on fresh, seasonal foods and the retailer’s Nature’s Promise private brand, according to the company.
The new 124,000-square-foot facility will also be in Philadelphia, a home to support the growing Giant Direct e-commerce brand, enhancing the retailer’s ability to serve home delivery and click-and-collect purchases. Giant will partner with fellow Ahold Delhaize USA company Peapod Digital Labs to develop the facility.
“We’re doubling down on growth and innovation for our customers, building on the incredible momentum of 2019, and continuing to invest in our great commonwealth,” said Nicholas Bertram, president of Giant Food Stores. “The accelerated growth of Giant Direct has set the stage for additional investment opportunities that extend our ecommerce geographic reach. At the same time, our Giant Heirloom Market format has enabled us to reach an entirely new demographic in Philadelphia.”
As for the openings and remodels, a 52,000-square-foot Giant store will land in the company's home market of Harrisburg, Pa., and a 66,000-square-foot Giant store in Pocono Summit, Pa., will open in 2021. A total of 35 locations will get makeovers with optimized product assortments, streamlined order pickup, improved merchandise displays and modern décor. Some will also add a new beer and wine eatery.
“Investing in our store base remains a priority for us as we work to enhance the in-store experience for the millions of customers we serve each week,” added Bertram. “From our development projects in Philadelphia to our new stores in Pocono Summit and Harrisburg or our remodels across the state, our goal is to provide the very best, most personalized shopping through innovation, technology and a refreshed design.”