Publix Super Markets has launched a three-store expansion of its GreenWise Market concept, marking its first openings since the company introduced the banner in 2007, reports The Ledger. New stores are planned for Tallahassee, Fla., in late September 2018, Mount Pleasant, S.C., in early 2019, and Publix’s hometown of Lakeland, Fla., with a to-be-determined opening.
Whereas the first three stores were called Publix GreenWise Market, Publix will now call the markets just GreenWise in an attempt to create a distinct brand from the parent company. The stores will sell some Publix-branded products, but offer a curated selection of organic, specialty, and traditional grocery items. The stores will have a greater focus on organic foods. Another key difference is that the new stores will be approximately 28,000-square feet, about 25 percent smaller than the existing stores.
Publix first established the GreenWise brand of products in its traditional supermarkets before opening stores in the high-income areas of Boca Raton, Palm Beach Gardens, and the Hyde Park area of Tampa, Fla. The new stores will follow suit and target more affluent customers, according to the report. Full Story