Fresh Market continues to lean into its rebrand, sliding its position from gourmet specialty chain to traditional grocer.
The retailer is marking the change via special events at several of its North Carolina and South Carolina locations from July 12 to the 16.
Under the leadership of alternative investment manager and parent company, Apollo Global Management LLC, the store has rolled out lower prices and a greater selection since being acquired in March of 2016.
“The company has significantly expanded its grocery space in stores by adding extra shelving and reconfiguring other departments such as candy, coffee and bulk to allow customers to more easily navigate the store,” Pamela Kohn, EVP and chief merchandising officer at The Fresh Market, told SN in an emailed statement last fall.
The goal behind the expansion is for Fresh Market to evolve into an all-encompassing grocery store rather than just a specialty stop.
Part of the expanded selection includes a new “Mind & Body” department, which has introduced over 1,800 health and beauty SKUs to Fresh Market’s arsenal.
Customers will encounter interactive sampling stations at participating stores this week. These are designed to encourage shoppers to try new products.
“The refresh of our Asheville and Hendersonville stores redefine the shopping experience for our guests,” said Brian Nicholson, interim CEO of The Fresh Market via statement.
“A commitment to fresh has always been a priority, and our guests’ love of food remains at the heart of what we do.”
The exhibitions will also include cooking demonstrations and giveaways that highlight the offerings of Fresh Market’s meal kits, Little Big Meal.
The North Carolina events will be held at two Ashville locations and Hendersonville. Two Greenville, South Carolina stores as well as one Spartanburg store will also participate.
Fresh Market is based in Greensboro, North Carolina and currently operated 176 stores across 24 states.