Eighteenstore Haggen is set to acquire 146 West Coast stores 83 of them in Southern California

Eighteen-store Haggen is set to acquire 146 West Coast stores, 83 of them in Southern California.

Haggen executive optimistic, observers skeptical

“Shoppers don’t know Haggen, and it will cost a lot of money and time to build a brand image." —RETAILER

Despite the confidence of Haggen’s top executive, the chain may have a tough time succeeding in Southern California as it prepares to enter the marketplace with 83 stores, industry observers in the market told SN.

The biggest challenge is likely to be lack of name recognition, they said.

Haggen, an 18-store chain based in Bellingham, Wash., has agreed to acquire 146 West Coast stores from

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