CLARKSBURG, WV - Former SuperValu-owned Shop ‘n Save stores in West Virginia are about to be rebranded, revealing the buyer of the locations as Price Cutter. As we reported in April, SuperValu announced the sale of eight distribution centers and its Farm Fresh banners, and while it stated an intent to sell Shop ‘n Save East it had not noted to whom.

“We chose to go with a new wholesaler and we’re rebranding our name,” said Multi-Store Owner Tom Jamieson, according to WVNews. “The reason for it is we’re lowering our retail prices. We need to be more competitive and that’s the reason for the change.”

A change that will occur gradually throughout this month, Jamieson told the news source. Upwards of 6 Shop ’n Save locations in Fairmont, Clarksburg, Bridgeport, Shinnston, Mannington, and Morgantown, West Virginia will all be rebranded as Price Cutter locations by the beginning of June.

In addition to a new look and name, the stores will offer a “couple thousand new items,” according to Jamieson, as well as reduced prices.

“I can promise the customers are going to see dramatically lower prices. We’re going to be very competitive with Aldi and Walmart,” he said, adding that one new brand shoppers can look out for is Always Save, commenting it is one comparable to Aldi in pricing.

Explaining that he is extremely excited for customers to experience the savings offered at Price Cutters, Jamieson said, “That’s the whole message: we weren’t quite as competitive as we should be. We had great two-day sales and that will continue to happen, but our everyday prices on the shelf I thought were too high. That’s the whole purpose of this is, to lower retail prices on the shelf.”

Ron O’Neil, Jamieson’s business partner, stated that the rebranded locations will also offer a new premium-style brand in addition to national brands.

“There is a private label brand—just like anyone else’s private label brand like Kroger or Giant Eagle—called Best Choice,” he said.

What will remain, both leaders said, are the faces and previous offerings, such as its deli and other services previously associated with each of the stores.

“All the employees are the same,” Jamieson said. “We’re still going to have the gas fuel program with the same partners that we currently have—Sunoco, BFS and our own stations. So all the good things stay the same.”

With an expanded, more diverse portfolio of offerings, and a focus on lower, more competitive prices, it will be interesting to see how this move adds to the busy buy-side in the region.

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