Kings Debuts Revamped Brand

BEDMINSTER, N.J. — Kings Food Markets here on Friday held grand reopening ceremonies for its store here showcasing a revamped brand built around “passion for food.”

The renovated store features extensive prepared food departments, including fresh-rolled sushi, brick-oven pizza and chef-inspired prepared foods, specialty juice and cheese counters, along with expanded produce and floral departments and featured selections of rare items and prestigious brands.

"Our customers are very sophisticated, and therefore we need to stay ahead of the curve," Judy Spires, Kings’ chief executive officer, told SN in an interview at the ceremony Friday. "That's why this rebranding was so important; we want to be able to bring them the best shopping experience, while also exposing new customers to Kings, all of which requires the capital growth investment you are seeing today."

Spires said the new branding initiative — which includes a revamped website, logo and "Where Inspiration Strikes" tag line — was part of a three-year growth plan that also calls for new stores and acquisitions. Spires said the chain, which is owned by private equity investors, would reveal similar makeovers at its Livingston, N.J., and Hoboken, N.J., stores in coming months.