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e-News
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Stop & Shop to double upscale private label line |
02.02.2007
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QUINCY, Mass.--Stop & Shop Supermarket Co. will be adding 155 SKUs to its upscale private label line in 2007, according to a report by Massachusetts-based newspaper, The Republican.
The product line, Simply Enjoy, launched last fall with 165 products, and is a high-end complement to the store's already existing eponymous private label.
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"We were looking at some of the trends in the industry and we saw that people were looking for specialty and unique items at affordable prices," Nancy Kubilus, spokesperson for Stop & Shop, told The Republican. "People are looking for items to treat themselves, but they don't want to make big investments or spend a lot of money."
In addition to customer demand, Kubilus also pointed to specialty grocers like Trader Joe's as having an impact on the decision to produce a more upscale line. Like Trader Joe's, the Simply Enjoy line features imported goods such as olive oils and chocolate. Simply Enjoy is more expensive than the Stop & Shop brand, but less than gourmet national brands, said Kubilus.
Stop & Shop Supermarket Co. operates 385 stores throughout Massachusetts, Rhode Island, Connecticut, New Hampshire, New York and New Jersey. The company is part of Netherlands-based Ahold N.V.
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Gearing up for the holidays
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