Kroger to buy online vitamin seller

Kroger to buy online vitamin seller

WSJ: Kroger Co. plans to purchase Vitacost.com Inc. for $280 million.

The $280 million planned purchase, which Kroger announced Wednesday, is small in financial terms for a company with $100 billion in annual sales. But Kroger expects the deal will enhance its technology expertise and give it a platform for fulfilling home delivery of online orders—an area of increasing importance for grocery chains amid burgeoning competition from companies like Amazon.com Inc. and FreshDirect.

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