Safeway-Albertsons Merger to Expand Waterfront Bistro

Waterfront Bistro - safewayWith closure of Safeway Inc. and Albertsons’ merger on Friday Safeway’s successful Waterfront Bistro private brand is set to be expanded from its 1,326 stores to as many as 2,239 stores that now fall under Albertsons ownership.

“The Waterfront Bistro brand will expand in to the larger organization,” Brian Dowling, vice president of public affairs at Safeway and Albertsons, told British trade magazine Undercurrent News. “We are early in the planning stages so cannot specify regions, items, or timing at this early date.”

Albertsons’ most similar seafood private brand, Arctic Shores, seems likely to be phased out as the Waterfront Bistro line phases in.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.