RICHMOND, Va. — Promising to bring new pricing power to stores built on service, Giant-Carlisle on Monday officially introduced the Martin’s brand to the Richmond market for the first time at four converted Ukrop’s stores. Giant-Carlisle, a division of Ahold , expects to complete the conversion of 25 acquired Ukrop’s stores in phases over the next five weeks.
In an interview with SN at the newly converted Martin’s store at Short Pump Monday, Rick Herring, president of Giant-Carlisle, said the company would rely on pricing, service and product quality — in addition to extended hours and selections including beer and wine — to revive sales at the stores, which were acquired for $140 million from the Ukrop family last year.
“I don’t want to say this won’t be a challenge,” Herring said. “We have Food Lion , Wal-Mart  and Kroger  here already, and they’re no slouch competitors. But I think we’ll compete here very well with the formula of customer service, lower prices and the quality of products.”