Dive Brief:
- Spartan Stores and Nash Finch have awash in store brands. As the two companies merge, executives will have to decide how to cull the herd.
- Nash has 10 brands, notably Pick’n Save, Supermercado Nuestra Familia, Family Fresh Market, Econofoods, No Frills and Bag ‘n Save.
- Spartan operates D&W Fresh Market, Family Fare, Forest Hills Food, VG’s and Glen’s Market.
- Among the first decisions is that Glen’s Market will be phased out, while Family Fare will expand.
Dive Insight:
"When you grow your retail portfolio primarily through acquisition, you accumulate more brands than probably you need," an executive told The Shelby Report.
We'd consider that an understatement. The newly combined Spartan Stores and Nash Finch will have their hands full combining the slew of brands in their portfolio. We're quite envious of the marketing executives who must tackle this challenge. It looks wildly fun to supermarket and marketing geeks like us. On the other hand we have nothing but sympathy for whatever junior staffer it is who has to create the circulars for all those brands. Here's hoping some of the brands are merged before that poor soul has a stroke.
