Harj Dhasee to join Simply Fresh

By David Shrimpton in Industry News 14th May 2021

Prominent independent retailer Harj Dhasee is to switch his two stores in the Cotswolds to the Simply Fresh brand and will stock Sainsbury’s products as part of the deal struck by the symbol group and the big-four multiple last year.

The stores, which previously operated under the Nisa banner, will move to Simply Fresh in August.

Said Dhasee: “When Simply Fresh announced they would be working with Sainsbury’s to bring their own-label to independent retailers, I was immediately intrigued.

“Simply Fresh has always had stand-out stores; couple that with stand-out products and I think it’s fair to say these are exciting times.

“Having spoken with the exec team at Simply Fresh, I’m supremely confident my customers will agree this is going to be great in their local stores.”

His immediate aim is to bring to bring fresh and chilled to the forefront of his existing stores, but he is looking to develop his business further in the future.

Simply Fresh chief operating officer Michael O’Loughlin said: “We’re all really pleased Harj has chosen to bring his incredible stores and just as importantly his retail experience to Simply Fresh.

“Harj has been very clear about his vision for the future of his business and Simply Fresh is the perfect fit for his direction. We look forward to growing together and plans are already progressing nicely in preparation for the launch.”