Whole Foods Markets (WFM)

[DewDiligence]

WFM is launching a new store brand in 2016; limited information was disclosed today:

http://finance.yahoo.com/news/whole-foods-market-delivers-record-200300789.html

"Today, we are excited to announce the launch of a new, uniquely-branded store concept unlike anything that currently exists in the marketplace," said Walter Robb, co-chief executive officer of Whole Foods Market. "Offering our industry-leading standards at value prices, this new format will feature a modern, streamlined design, innovative technology and a curated selection. It will deliver a convenient, transparent, and values-oriented experience geared toward millennial shoppers, while appealing to anyone looking for high-quality fresh food at great prices."

The Company is building a team to focus exclusively on this new concept and is currently negotiating leases. The plan is to begin opening stores next year, and given the more standardized design and product assortment, the Company expects a fairly rapid expansion from there. "We believe the growth potential for this new and complementary brand to be as great as it is for our highly successful Whole Foods Market brand," added Robb. "We look forward to sharing more details about this exciting new venture sometime before Labor Day."

Even based on the limited information above, I like it! It’s bullish, IMO, that WFM is willing to compete with itself to some degree in order to gain overall market share in the natural-foods industry.