Dive Brief:
- Gelson’s Markets has opened a second location under its ReCharge by Gelson’s convenience store banner, the grocer announced on Tuesday.
- The 5,384-foot store in Costa Mesa, California, features 40 electric-vehicle power stations operated by Rove, an upstart charging center developer.
- Like the original ReCharge by Gelson’s location, the new store offers an area for customers to work or relax while their vehicles charge.
Dive Insight:
The new ReCharge by Gelson’s store includes a lounge and restroom along with charging support staff during the day and security at night. It features direct-current fast chargers from electric vehicle manufacturer Tesla and Swiss power equipment supplier ABB.
“Partnering with Rove on a second location is an exciting next step in our commitment to convenience and accessibility,” Gelson’s President and CEO Ryan Adams said in a statement.
The new convenience store’s offerings include fresh produce, snacks, beverages and pasta in addition to sandwiches, pizza, chicken wings, hot dogs and soups.
Gelson’s latest store is based on a concept the retailer developed through a partnership with Rove that it made public in 2023. The companies opened the first ReCharge location in October 2024 in Santa Ana, California. That store, which features Rove’s first full-service charging center, brings in an average of more than 600 customers per day, according to the Tuesday announcement.
Gelson’s operates 26 grocery stores in Southern California in addition to the two ReCharge by Gelson’s locations. The company disclosed in January that it had agreed to sell an unprofitable supermarket in Carlsbad, California, to Kroger’s Ralphs banner.
Rove said in 2023 that it wanted to have 20 charging centers by 2026. The company is currently building charging facilities in Corona, Long Beach, Oceanside, Torrance and Palm Desert, California.
