Neon Marketplace to Rebrand Stores as Cumberland Farms

News Summary

Neon Marketplace will rebrand nine of its locations to Cumberland Farms as they lease these properties to E.G. America. The transition includes six stores in Rhode Island and three in Massachusetts, with a commitment to retain current employees. This move reflects E.G. America’s strategic growth plans and aims to enhance services at these modern convenience stores, which feature electric vehicle charging stations and drive-thru windows.

Rhode Island – Neon Marketplace is set to rebrand nine of its ten locations to Cumberland Farms as they lease these properties to E.G. America, a company that operates numerous retail convenience stores and fuel retailers. This transition is expected to take place over the next few weeks, during which affected stores will be gradually rebranded under the Cumberland Farms name.

Of the nine stores being rebranded, six are situated in Rhode Island and include locations in East Greenwich, Middletown, North Providence, Portsmouth, Providence, and Warwick. Additionally, three stores in Massachusetts located in Seekonk, Freetown, and Quincy will also undergo rebranding.

The sole Neon Marketplace location that will continue operations without a name change is the Neon Express Mart located in Fall River.

Store Features and Recent Developments

The affected locations were all built within the last five years, specifically between 2020 and 2023. They feature modern amenities, including electric vehicle charging stations and drive-thru windows, making them strategically advantageous, as they are located near highways and busy commercial areas. E.G. America aims to leverage these strategic positions to enhance guest service and solidify market leadership in the region.

Company Commitment and Employee Transition

E.G. America has outlined its commitment to strategic growth through this expansion. The transition not only involves a rebranding effort but also a plan to welcome current employees from the Neon Marketplace stores into the E.G. America workforce. This approach highlights a commitment to maintaining staff stability during the changeover.

Leadership and Overview of E.G. America

Founded in 2001 and based in Blackburn, UK, E.G. Group operates over 6,200 convenience retail sites globally. Within the United States, E.G. America was formed in 2018 following the acquisition of Kroger’s 762-store network, which included several convenience store brands. The recent rebranding of Neon Marketplace stores to Cumberland Farms reflects the company’s long-term business objectives, as noted by E.G. Group leadership.

Significance of the Transition

The partnership between Neon Marketplace and E.G. America signifies the strength and quality of Neon Marketplace’s stores and teams. The CEO of Neon Marketplace expressed that the agreement emphasizes the quality of the stores and their employees, providing a positive foundation for the future of the rebranded locations.

Overall, this transition to Cumberland Farms marks a notable shift in the convenience store landscape within Rhode Island and Massachusetts, with potential implications for local consumers and the competitive retail market.

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