{"id":147207,"date":"2026-05-05T12:32:41","date_gmt":"2026-05-05T10:32:41","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=147207"},"modified":"2026-05-05T12:32:42","modified_gmt":"2026-05-05T10:32:42","slug":"supermarktuitdager-upfront-opent-tweede-vestiging","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/supermarktuitdager-upfront-opent-tweede-vestiging\/","title":{"rendered":"Supermarktuitdager Upfront opent tweede vestiging"},"content":{"rendered":"\n<p>Na een succesvol debuut, opent de Nederlandse supermarktketen <strong>Upfront <\/strong>een tweede winkel in Rotterdam. Het concept werkt, aldus oprichter Mark de Boer, die op termijn zelfs duizend vestigingen ambieert. Bezoek de bijzondere &#8220;challenger&#8221; ook tijdens retailtour The Buzz. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pilotfase voorbij, tijd voor opschaling<\/h2>\n\n\n\n<p>Upfront opent op 6 juni een tweede Foodstore in Rotterdam-West, aangezien de eerste vestiging op het Van Nelle-terrein inmiddels een weekomzet van 150.000 euro noteert. Bij de lancering in december 2025 stelde het bedrijf dat opschaling pas zou volgen <a href=\"https:\/\/www.deondernemer.nl\/retail\/upfront-supermarkt-rotterdam-tweede-winkel-omzet-mark-de-boer~d98169ce\">wanneer de pilot \u201ceen tien scoort\u201d<\/a>, aldus het blad De Ondernemer.<\/p>\n\n\n\n<p>De nieuwe locatie, naar <a href=\"https:\/\/www.dehavenloods.nl\/nieuws\/algemeen\/64487\/tweede-upfront-winkel-op-komst-in-het-oude-hartman-pand-op-de\" type=\"link\" id=\"https:\/\/www.dehavenloods.nl\/nieuws\/algemeen\/64487\/tweede-upfront-winkel-op-komst-in-het-oude-hartman-pand-op-de\">verluidt in het voormalige Hartman-pand aan de Nieuwe Binnenweg<\/a>, wordt substantieel groter. Volgens De Boer is de supermarkt drie keer zo groot en zullen er dubbel zoveel kassa&#8217;s zijn. Ook breidt het assortiment uit met meer dan twintig nieuwe producten.<\/p>\n\n\n\n<p>Upfront positioneert zich nadrukkelijk anders dan traditionele supermarktketens. Waar gevestigde spelers tienduizenden producten aanbieden, kiest Upfront voor een sterk beperkt assortiment van een 180-tal artikelen onder eigen merk, steeds zonder kunstmatige toevoegingen. De formule wil staan voor radicale transparantie en zet zich expliciet af tegen ultrabewerkte voeding.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Operationele uitdagingen<\/h2>\n\n\n\n<p>De eerste winkel was alvast een kostbare leerschool. De pilot vergde een investering van 1,5 miljoen euro, volledig gefinancierd uit de online omzet. Tegelijkertijd kreeg Upfront te maken met groeipijnen. Zo moest het bedrijf producten terugroepen na een waarschuwing van de Nederlandse voedselautoriteit en werd voor 700.000 euro aan milkshakes vernietigd vanwege kwaliteitsproblemen. Volgens De Boer zijn deze kwesties inmiddels opgelost en greep het bedrijf direct in toen problemen zich voordeden.<\/p>\n\n\n\n<p>Nu brengt de groeiversnelling nieuwe organisatorische uitdagingen met zich mee, zo blijkt uit openstaande vacatures voor een sourcing manager en supply chain planners. De combinatie van online verkoop, retaildistributie en eigen winkels leidt tot complexiteit in voorraadbeheer. Het bedrijf erkent &#8220;regelmatig&#8221; te maken te hebben met tekorten of overschotten. Upfront telt inmiddels meer dan vijftig medewerkers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ambitie: landelijke dekking<\/h2>\n\n\n\n<p>De expansie naar een tweede locatie vormt slechts het begin. De Boer spreekt openlijk over verdere groei. Eerder noemde hij zelfs een ambitie van duizend winkels. Maar is dat haalbaar met <a href=\"https:\/\/www.retaildetail.nl\/news\/food\/upfront-hype-heruitvinding-of-de-supermarkt-van-morgen-the-buzz-met-expert-erik-hemmes\/\">een concept dat bijna op elk vlak breekt met de klassieke regels van foodretail<\/a>? <\/p>\n\n\n\n<p>Upfront is zonder twijfel een van de meest besproken retailconcepten van dit moment, maar is het meer dan een hype gestuwd door sociale media? <a href=\"https:\/\/www.retailtours.be\/thebuzz\/\">Tijdens de volgende supermarkttour met The Buzz, op 19 mei, kan je er als retailprofessional zelf over oordelen. Bekijk en analyseer samen met retail-expert Erik Hemmes het disruptieve concept, dat evenveel bewondering als kritische vragen oproept.<\/a> <\/p>\n\n\n\n<p>Opgelet: de inschrijvingen sluiten binnenkort definitief. Reserveer nu \u00e9\u00e9n van de laatste plaatsen.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.retailtours.be\/thebuzz\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"614\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/07\/food-tour-buzz-1024x614.png\" alt=\"\" class=\"wp-image-121715\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/07\/food-tour-buzz-1024x614.png 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/07\/food-tour-buzz-300x180.png 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/07\/food-tour-buzz-768x460.png 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/07\/food-tour-buzz-218x131.png 218w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/07\/food-tour-buzz.png 1171w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Na een succesvol debuut, opent de Nederlandse supermarktketen Upfront een tweede winkel in Rotterdam. Het concept werkt, aldus oprichter Mark de Boer, die op termijn zelfs duizend vestigingen ambieert. Bezoek de bijzondere &#8220;challenger&#8221; ook tijdens retailtour The Buzz. <\/p>\n","protected":false},"author":5,"featured_media":136931,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[1911],"topic":[197,221],"region":[113],"class_list":["post-147207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-upfront","topic-expansie","topic-winkelopeningen","region-nederland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Supermarktuitdager Upfront opent tweede vestiging - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Na een succesvol debuut, opent de Nederlandse supermarktketen Upfront een tweede winkel in Rotterdam. 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