Having initially launched the Publix GreenWise Market concept in 2007, the retailer has reimagined the format, positioning it in a new, contemporary direction.
Developed on the pillars of convenience and healthy living
The new store, which has opened in Tallahassee, Florida, has been developed on the pillars of convenience and healthy living. The retailer has set out to create a unique shopping experience, placing an emphasis on natural, organic and specialty items and providing shoppers with creative meal solutions. Commenting on the launch, Publix’s senior vice president of retail operations, Kevin Murphy, stated,
“The customers in this growing market are looking for a brand they trust, and we are confident GreenWise Market will be their specialty, natural and organic store of choice.”
Focused on creating a store with destination status
With a focus on meal solutions, the store offers a range of prepared foods. These include fresh, handcrafted sandwiches, acai bowls, gourmet pizzas, burritos, bowls, sushi and sausage made in-house. The store also offers a broad range of body care, natural vitamins and supplements, bulk items, and local and unique products. The GreenWise Market concept also features a beverage bar, serving kombucha, local craft beer, wine, smoothies and locally-roasted coffee. It also has large mezzanine area where customers can eat and relax.
Four more Greenwise Market stores under development
The launch of this store represents a new vision and future for the GreenWise concept, with a further four stores in development. These include outlets in Atlanta, Georgia, Mount Pleasant, South Carolina and Lakeland and Boca Raton, Florida. Having initially developed four stores under the GreenWise Market banner between 2007 and 2009, the retailer went on to incorporate elements of the format within its core stores.
Retailers pushing ahead with new formats
An increasing number of retailers in the US are focused on developing unique formats, aligned with key market trends, including providing convenient meal solutions, health and wellness and fresh foods. Recently, Meijer opened its Bridge Street Market concept, Hy-Vee developed the Fourth and Court format and later this year, Ahold Delhaize will launch a new store under the Giant Heirloom Market banner.
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