Delhaize has said it plans to rebrand 15 of its Bloom stores in North Carolina and South Carolina under the Food Lion banner, as part of plans that will also see the closure of one outlet.

The retailer said yesterday (14 March) that it made the decision after “thorough analysis and careful consideration for the customers in these markets”.

The company said it will now concentrate its efforts and resources on the “attractive” Southeast Virginia and Washington DC markets, where “initiatives are underway to further strenthen the brand and poise it for continued success in these markets”.

Bloom vice president Tammy DeBoer said: “We appreciate the loyalty of our Bloom guests; however, we are confident our Food Lion banner will best meet the needs of our customers at these locations. Our stores will remain open as we transition into Food Lion stores as quickly as possible.”

The company said that it will bring Food Lion’s “improved customer offering and execution” with “low prices, new private brand products and superior shopping convenience” in the converted stores.