U.S. grocery company Southeastern Grocers has announced it will rebrand as The Winn-Dixie Company in early 2026 and sell off some of its Winn-Dixie and Harvey’s stores in the process.
The new brand will have a renewed focus on its home state of Florida, as well as the southern portion of neighboring Georgia, Jacksonville, Florida, U.S.A.-based Southeastern Grocers said in a release. It will operate 270 stores total, comprising 130 grocery stores and 140 liquor stores, after the rebrand.
As part of that renewed focus, the firm said it made the “difficult decision" to transition ownership of most of its locations outside of Florida.
“While this change enables the grocer to reinvest in the communities where its roots run deepest, it also marks the end of an important chapter in regions that have supported Winn-Dixie and Harveys Supermarkets for generations,” the company stated.
Store closings are expected to be completed by the end of 2025, with all banner transitions anticipated by early 2026.
“For a century, Winn-Dixie has proudly called Florida home. Our story is built on the resilience and spirit of its people, and that foundation will guide our future,” Southeastern Grocers Chairman and CEO Anthony Hucker said. "As we enter our next century as The Winn-Dixie Company – a brand-new 100-year-old company – we are accelerating growth where our roots run deepest while staying true to our purpose of feeding and enriching the communities, families, and neighbors who have supported us for generations.”
Also included in the company’s rebrand strategy are plans to grow its own-brand product assortment, including seafood offerings.
“While we currently provide a wide assortment of wild and farmed species, we are actively exploring opportunities to expand our Fisherman’s Wharf private-label line,” Southeastern Grocers Vice President of Fresh Merchandising Brad Mullinax told SeafoodSource.
The company is “committed to offering customers the highest-quality seafood products sourced globally and locally,” Mullinax added.
Additionally, The Winn-Dixie Company said “dozens” of store remodels and new store projects are both planned and underway. The upgrades are designed to create inviting, community-centered stores that reflect the needs of local customers.
The move comes after Aldi USA sold off Southeastern Grocers to a consortium of private investors in February.
The consortium, led by Southeastern Grocers President and CEO Anthony Hucke and the grocery chain C&S Wholesale Grocers, acquired 170 Winn-Dixie and Harvey grocery stores in the Southern U.S. states of Alabama, Georgia, Louisiana, Mississippi, and Florida, as well as the existing Winn-Dixie liquor store business, from Aldi.
