The name Sequoia is disappearing from the Belgian retail landscape: the organic stores are gradually being transformed into the Färm format. That is no big surprise, as both chains belong to the same group.
“The best of both worlds”
Sequoia has posted videos on its social media to announce a new chapter for the chain: the stores will adopt the signage of sibling chain Färm. “The same teams, the same values, but even more projects to consume locally, ethically, and responsibly”, the retailer says. “We will mix the best of both worlds: seasonal fruits and vegetables, as local as possible. More than 200 bulk products. And still the expertise of Sequoia in the wellness section.” The Sequoia store in Waterloo has already become Färm in March, the other stores will follow soon.
The move does not come as a big surprise: Sequoia and Färm are part of the Biotope Group, which also includes Ekoplaza (85 stores in the Netherlands, seven in Belgium) and wholesalers Udea and Biofresh. Consolidation in the organic market is a logical step. Färm, which currently has 25 stores (mainly in the French-speaking South of Belgium), will thus gain about ten more.
