The Sweetbay experiment appears to be over. Just a few months after Bi-Lo Holdings LLC announced an agreement to purchase the Tampa, Fla.-based retailer from the Delhaize Group, the company reportedly plans to rebrand Sweetbay stores under the Winn-Dixie banner.
The 11 Reid’s stores included in the purchase also are slated for a name change, to the company’s other banner, BI-LO. No changes have been announced for the 72 Harveys stores acquired in the deal, though the Tampa Tribune reported some may rebrand to BI-LO.
Sweetbay, a banner formerly called Kash n’ Karry, was rebranded Sweetbay about 10 years ago, but struggled to compete with Lakeland, Fla.-based Publix Super Markets and Bentonville, Ark.-based Wal-Mart Stores Inc.
Parent company Delhaize closed a third of the underperforming stores early in 2013, and put the rest up for sale. Bi-Lo Holdings picked up the stores for a reported $265 million.
Bi-Lo Holdings also recently announced plans for an initial public offering of stock, slated for early 2014.