E-Mart’s long-running bet on the U.S. grocery market is beginning to show tangible returns, as New Seasons Market—the Oregon-based chain it acquired in 2019—was named the state’s top grocery store by food publication Lovefood, underscoring growing local validation of the South Korean retailer’s overseas strategy.
Lovefood, a U.K.-based outlet, selected New Seasons Market as Oregon’s representative in its nationwide ranking of leading grocery chains, citing customer reviews, prior industry recognition and editorial site visits. The publication highlighted the chain’s emphasis on fresh and organic products, close partnerships with local farmers and a long-standing commitment to return 10% of after-tax profits to local communities.
The recognition brings renewed attention to E-Mart’s acquisition of New Seasons Market for roughly $200 million through its U.S. subsidiary, Good Food Holdings. At the time, the deal marked E-Mart’s largest overseas investment and a strategic entry into the premium grocery segment of what remains the world’s most competitive food retail market.
Unlike some foreign retailers that have struggled to transplant domestic operating models to the U.S., E-Mart opted for a light-touch approach. The company largely preserved New Seasons Market’s local management, brand identity and merchandising philosophy, while selectively applying logistics efficiencies and sourcing expertise developed in Korea. People familiar with the business say the approach has helped improve profitability without diluting the chain’s regional character.
Founded in the Pacific Northwest, New Seasons Market now operates 22 stores across Oregon and Washington State and employs about 2,700 people. Its focus on prepared foods and organic offerings has allowed it to compete effectively with national players such as Whole Foods Market, despite operating at a smaller scale.
E-Mart said its U.S. grocery operations generated more than $1.3 billion in revenue in 2023, supported by a portfolio of West Coast premium brands that also includes Bristol Farms and Lazy Acres. Industry analysts say the Lovefood ranking reinforces the view that E-Mart’s U.S. expansion hinges less on rapid store growth and more on acquiring established regional brands with loyal customer bases and scaling them carefully.
The company has said it will continue investing in New Seasons Market, prioritizing selective store openings and deeper capabilities in premium grocery categories as it seeks to strengthen its foothold in the U.S. food retail market.
