Golub Corp. announces $300 million rebranding of Price Chopper stores as Market 32

SCHENECTADY, N.Y. — The Golub Corporation, the Schenectady–based parent company of the Price Chopper supermarket chain, today announced a $300 million rebranding of its stores as Market 32.

Market 32 stores will begin rolling out across the chain’s six-state footprint this spring, the company said in a news release posted to its website.

In its release, the Golub Corp. promised the new brand “would change food shopping for its customers by modernizing its stores and offering new services and products.”

 “Market 32 represents the next leap forward our company. We have evolved from the Public Service Market to Central Market to Price Chopper by responding to customers’ needs over time and Market 32 is the next natural progression for us,” Neil Golub, Price Chopper’s executive chairman of the board, said in the release. “Early learnings gleaned from our Market Bistro concept store have put our next generation in an excellent position to make this move today.”

Initially, Golub Corp. will convert three Price Chopper stores in Clifton Park and Wilton (both in Saratoga County), and Pittsfield, Mass. into Market 32 stores, the company said. The firm will begin construction on the first new Market 32 location in Sutton, Mass. beginning Wednesday.

A second wave of conversions will begin over the next 18 months and encompass another 10 to 15 stores. Golub plans to convert more than half of the 135-store chain within five years.

Market 32 combines what the company is hearing from its customers and what it is  learning at Market Bistro with some of the “best thinking” in the retail industry, Jerel Golub, president and CEO of Price Chopper, said in the news release.

“Our stores will meet customers’ needs today and for decades to come. Most importantly, though, will continue to offer great value for great food and service,” Jerel Golub added.

Golub Corp. owns and operates more than 130 Price Chopper and Market 32 grocery stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire.

Its 22,000 employees collectively own more than 47 percent of the company’s privately held stock, according to the release.

Contact Reinhardt at ereinhardt@cnybj.com