In its rebrand announcement, the company announced it will close a majority of its locations outside of Florida and southern Georgia.
JACKSONVILLE, Fla. — Southeastern Grocers (SEG) announced Tuesday that it is rebranding as The Winn-Dixie Company and refocusing its efforts on Florida.
Southeastern Grocers, based in Jacksonville, Fla., is the parent company of Harveys Supermarkets and the wider-known Winn-Dixie. The new name comes after the grocery store chain celebrated its 100th anniversary.
“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,” said Anthony Hucker, Chairman and CEO of Southeastern Grocers. “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.”
The company says it plans to focus on expansion in North Florida, starting with its acquisition of Alachua-based Hitchcock’s Markets. The buyout is bringing Winn-Dixie conversions to the Keystone Heights and Alachua locations, set to reopen under the new brand by summer 2026.
While it will add to its share in Florida, SEG will give up ownership of dozens of its non-Florida locations, with closures expected to be completed by the end of 2025. Some of those stores already have new operators lined up. Stores in southern Georgia, including Brunswick, Folkston and St. Simons Island, will stick around.
“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,” wrote the company in a news release.
Once the planned deals are done, The Winn-Dixie Company expects to have around 130 conventional grocery stores. The company will also be left with around 140 liquor stores, although it said it plans to expand its “liquor store portfolio with innovative formats.”
The closures are expected to impact a large number of employees outside of Florida and Georgia. “The grocer remains committed to ensuring every transition is handled with care, support and respect for its team members,” wrote SEG.
Several local Winn-Dixie and Harveys Supermarkets locations were acquired by another grocer, Aldi, in 2024 in its effort to expand. Some conversions are still ongoing.
In its news release, SEG said dozens of remodels and new store projects are either underway or in their planning stages. The company also teased pilot programs and partnerships to offer third-party online grocery delivery and return kiosks.