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Fresh & Easy to Close SoCal Stores

The British-based grocery chain prepares to pull the plug on its 199 U.S. markets.

The British are leaving, the British are leaving!

Fresh & Easy stores in Southern California and beyond will soon be closed or sold, according to a report in the Wall Street Journal.

Owned by Britain's Tesco, the 199-market chain never quite caught on with American consumers.

"We’re considering all options for the business, but it’s likely that the review will lead to Tesco exiting the US market," wrote chief executive Philip Clarke in a blog post on the company website.

Analysts said the recession was partly to blame -- Fresh & Easy debuted in California, Nevada and Arizona in 2007, just as the economy was tanking. But, ultimately, consumers didn't warm to the concept.

"Though it attracted a small group of loyalists, Fresh & Easy largely failed to capture the imagination of American consumers who proved unaccustomed to British-style ready meals, self-service cash registers and unfamiliar store layouts," the Journal said.

Tesco's CEO told the paper: "It's likely, but not certain, that our presence in America will come to an end."

The closest Fresh and Easy to Moorpark residents is at 144 W. Los Angeles Ave. in Moorpark. Other SoCal locations include Manhattan Beach, Hermosa Beach, Palos Verdes Estates, Long BeachPico-Robertson, Encino, Hollywood, Northridge, Eagle Rock, Oak Park, North Hollywood, Van Nuys, and many more

nancy December 07, 2012 at 06:15 AM
Maybe we can get Wholefoods or Trader Joes to come into there location..we need that kind of store in Moorpark...
L December 07, 2012 at 05:51 PM
well bummer! we need a more healthy option than the major chain grocery stores. The Healing Heart store has made Albertsons carry gluten-free products, and the natural food stores do the same for organic foods.
Tina December 11, 2012 at 05:29 PM
I just moved walking distance to Fresh n Easy. That's too bad. Very convenient & decent priced. Bummer
Eric Dee December 13, 2012 at 06:35 PM
Well bly me mates, go figure a declining economy and a new market that defies traditional shopping patterns. Those Yanks have never given us Britts a shot since 1776. Oh well it was a great store here in Moorpark. Now another empty business spot in our fair city.
Ashley Chelonis January 01, 2013 at 12:01 AM
It's strange that they're blaming the format and style when Trader Joes is successfully integrated in many regions. I'm thinking the timing and extremely fast growth may be primarily to blame.

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