Gelson's Announces New Stores, Rancho Mirage Included

Watch out, Jensen’s.

Gelson’s, considered by many in high-end Los Angeles-area neighborhoods to be the best of the best of supermarket chains, announced this week it’s coming to Rancho Mirage.

Encino-based Gelson’s Markets said it made successful bids for a half- dozen Haggen markets in Southern California, including the one in Rancho Mirage, following that chain’s September bankruptcy filing.

Gelson’s should be interesting competition for Jensen’s, a market mini- chain that for years has been seen by many Coachella Valley residents as the best in upscale grocery stores.

Jensen’s has been in business since 1940. Its slogan is: “There’s quality and then there’s Jensen’s quality.”

Jensen’s has stores in Palm Desert, Palm Springs, Blue Jay, Cedar Glen, Running Springs, Wrightwood and near the soon-to-be Gelson’s in Rancho Mirage.

Both Gelson’s and Jensen’s have full-service delis, fresh seafood, meats, upscale wines, specialty beers, in-store bakeries, gift basket services and other items often more pricey than competing markets.

Jensen’s existing Rancho Mirage store is at 69900 Frank Sinatra Drive, and the new Rancho Mirage Gelson’s will be at 36-101 Bob Hope Drive. Terms of the agreement to enable Gelson’s to take over six of the failed Haggen supermarket chain’s stores in five counties were not announced.

The other five new stores will be in Santa Monica, Ladera Ranch, Del Mar, San Diego and Thousand Oaks.

“We’re excited to become part of these communities, a process that may take time in order to customize stores for each neighborhood,” said Gelson’s President and CEO Rob McDougall. “Our goal is to retain as many local Haggen workers as possible while also giving opportunities to existing Gelson’s employees, as well as others who wish to join the Gelson’s family.”

Gelson’s anticipates closing on the stores late this year and relaunch them early next year under its own brand with initial improvements to product selection and merchandising, followed several months later by redesign and construction. Existing pharmacies will remain open during the transition.

In addition to the newly acquired locations, Gelson’s is on track to open new stores in Rancho Mission Viejo and Manhattan Beach.

Founded in 1951, Gelson’s currently operates 18 specialty grocery stores in Southern California.

—City News Service