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Whole Foods to Open New Store Concept Targeting Millennials

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By: Sean Moloughney

Editor, Nutraceuticals World

Whole Foods will reportedly open a new, smaller, value-focused store concept beginning in 2016. The retailer has not announced what the stores will be called or where they will be located.

“Offering our industry-leading standards at value prices, this new format will feature a modern, streamlined design, innovative technology and a curated selection,” said Walter Robb, co-CEO of Whole Foods Market. “It will deliver a convenient, transparent, and values-oriented experience geared toward Millennial shoppers, while appealing to anyone looking for high-quality fresh food at great prices.”

The company is building a team to focus exclusively on this new concept and is currently negotiating leases. The plan is to begin opening stores next year, and given the more standardized design and product assortment, the company expects a fairly rapid expansion from there. “We believe the growth potential for this new and complementary brand to be as great as it is for our highly successful Whole Foods Market brand,” added Mr. Robb. “We look forward to sharing more details about this exciting new venture sometime before Labor Day.”

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