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Fairway, Gelson's sign with new e-commerce provider

Fairway, Gelson's sign with new e-commerce provider

Iconic grocery retailers Fairway Market and Gelson’s Markets have signed on as inaugural partners for a new e-commerce solution powered by noted natural-and-organic e-tailer 

The new service,, is a “white label” solution for e-commerce that will allow grocery chains to sell their products directly to consumers while bypassing third-party apps and services, according to Richard Demb, CEO of StorePower and co-founder of AbesMarket.

“It’s time for local establishments to fight back against encroaching, anonymous third parties,” Demb said in a release. “We have spent years working with brands through our site, and we came to understand the grocers’ pain as third parties offered subpar services to the grocers’ own customers. At last, we can reunite the shopkeeper and his customers, leveraging our online experience to help them succeed in this new age of digital shopping.” provides a branded e-commerce site and proprietary software enabling picking, packing, payment, pickup or delivery, drawing on the technical and marketing experience of AbesMarket.

Established in 2009 in Chicago, AbesMarket is a leading natural and organic e-commerce site.

StorePower said Fairway, based in New York, would launch online shopping and delivery during the fourth quarter. Los Angeles based Gelson's is expected to launch soon after that.

“We’re excited to offer online shopping and delivery to our customers,” Dorothy Carlow, CMO of Fairway Market, said in a statement. “But we believe our customers are even more excited. As proud as we are of our in-­store experience, we know that not everyone has the time to shop our aisles. Instead, they can now explore our selection, and rest assured they’ll be delivered our finest picks, right from their homes or offices. We chose to implement StorePower to help us easily get online and manage the in­store process, and which will keep us in control of our data and relationships.”


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“Gelson’s Market customers love fresh, quality food, but are often pressed for time,” Rob McDougall, president and CEO of Gelson’s Markets, said. “Many of our customers cannot commit to a specific window of time to be home for a delivery, but can plan to stop in for a quick ‘click and collect’ pickup of their order. With this service, customers can shop from their mobile device, tablet, or computer, whenever their busy schedule permits. We look forward to providing another great service option to our loyal customers.”

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