Jan Linders To Open First Albert Heijn-Rebranded Store
Dutch regional supermarket chain Jan Linders is gearing up to unveil its initial rebranded stores under the Albert Heijn name.
The first transformed store is set to open in Venlo on August 29, with the full transition of all stores slated for completion by the close of 2023.
This rebranding initiative follows a collaboration announcement made last December, which entails Jan Linders operating as a franchisee for the supermarket behemoth, Albert Heijn.
Despite this collaboration with Albert Heijn, the family-owned enterprise has expressed its commitment to maintaining a personalized service and preserving its local identity.
Under this agreement, the majority of Jan Linders’ 63 outlets in the Limburg, North Brabant, and Gelderland provinces will transition into Albert Heijn supermarkets, while the existing workforce will remain unchanged.
Eleven of the Jan Linders supermarkets will not become part of the new franchise arrangement, as ten of them have already been acquired by new owners (including Jumbo, Plus, and Aldi).
Additionally, Jan Linders is incorporating ten existing Albert Heijn stores from southern Netherlands into its franchise network.
These stores are situated in Beuningen, Brunssum, ’s Hertogenbosch, Maastricht, Nijmegen, Rosmalen (two stores), Sittard, Tegelen, and Tilburg.
To further enhance the customer experience, Jan Linders intends to introduce some of its popular southern products, like freshly baked pies and sour meat, into the Albert Heijn product lineup.
This development aligns with a broader trend in the Netherlands, where local and regional supermarkets are being acquired by major national chains, resulting in the gradual disappearance of brands like Edah, Konmar, Super de Boer, C1000, Deen, and Emté in recent years.
According to data from market research firm NielsenIQ, Albert Heijn maintains the largest market share among Dutch supermarket chains at 36.5%, with Jumbo following at 21.2%.