Distinguished Giant: ahold USA to clearly separate Stop & Shop from Giant ops

DSN Retailing Today, July 25, 2005

CHANTILLY, VA. -- With a shift of 10 existing and future supermarkets to the Stop & Shop banner and the shuttering of four supermarkets, Ahold USA has essentially closed up its Giant shop in New Jersey, creating a clear demarcation between its Giant and Stop & Shop divisions. Now it plans to reposition Giant in its stronghold of Delaware, Maryland, Virginia and Washington, D.C.

While Ahold has been busy opening, converting and expanding Stop & Shop in New England, New York and New Jersey, Giant, while a well-regarded supermarket chain, has been a bit overshadowed. Yet, Giant remains a vital, innovative chain. The high-concept Relax, Refresh, Renew health and beauty aid merchandising now found in Stop & Shop was pioneered at Giant.

Recently, Ahold USA announced that it will build 12 new and replacement Giants, and remodel 25 others.

Already, two new units in Washington, D.C., have launched, including Tivoli, a unit a short distance from the White House. Like other new-generation Giant stores, it includes upgraded general merchandise and perishables offerings.

"Customers will see the difference in these new and improved store facilities," said Bill Holmes, Giant gm and evp.