Amazon has posted the opening date for its Amazon Fresh grocery store at 15790 Shady Grove Road at the 270 Center, on the border of Rockville and Gaithersburg. The long-delayed but highly-anticipated store will open at 8:00 AM sharp on August 8, 2024, according to the banner that has just been posted on the storefront. A grand opening of this supermarket has been years in the making, and the process has taken almost as many twists and turns as the 2024 presidential race.
I broke the story about Amazon's plans way back in September of 2020. More than two years passed before a potential opening date was even hinted at, as Amazon itself kept total secrecy about its plans, even as it completed the interior fit-out of the store. The only public confirmation of the store came when signage was installed on the storefront. Yet, with all shelving in place but empty of merchandise, the company then announced it would be postponing the opening until 2023.
Amazon never stated publicly why it was postponing the opening of the Gaithersburg store, and several others around the country. In February of 2023, Amazon CEO Andy Jassy still wouldn't offer details on that front, beyond citing the impact of the pandemic (which had long been declared "over" by that point, even by the most fervent lockdown proponents at all levels of government, as political winds shifted). But Jassy did promise that the retail giant would "go big" on its push into bricks-and-mortar grocery stores in 2023.
That never happened.
Just two months later, Amazon ordered its expensive lighted signage to be removed from the building at 270 Center. It had hung on the unopened store so long that it had already been vandalized. The store was now officially canceled.
Amazon continued to hold its cards close to its vest, even as pundits declared the firm's venture into physical supermarkets a flop, and even began predicting that the existing Amazon Fresh stores might all close. Was it going to wave the white flag, and stick to online grocery delivery? The company was silent.
But the epic story of Amazon Fresh in Gaithersburg wasn't over yet!
During the first week of June this year, Amazon's employment site suddenly listed jobs for an Amazon Fresh store in Gaithersburg, Maryland. Was this an error? On June 5, I emailed all three leasing representatives for 270 Center to ask if Amazon had reversed its plans. All three declined to respond.
Three weeks later, Amazon confirmed it indeed had changed its mind yet again. The company posted a "coming soon" banner on the otherwise blank storefront. A few days later, the lighted logo signage - either repaired or replaced - was installed on the building. Last night, the opening date banner was in place, the logo sign was lit up, and the lights were on inside the store.
You can't completely divest Amazon from its penchant for secrecy, though: paper now covers the windows to block the public's view of the long-completed interior, and the status of possible inventory being placed onto those long-empty shelves. No more "spy photos" like those I was able to post a few weeks ago.
The lights are on...and somebody is finally home at Amazon Fresh in Gaithersburg.
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