Lunds and Byerly's have shared an owner for almost 20 years and will now share a name.
Starting Thursday, the 27 grocery stores will be renamed Lunds & Byerlys – dropping the apostrophe in Byerly's.
"Each brand was incredibly strong on its own, but they're even stronger together," CEO Tres Lund told BringMeTheNews in an interview.
Lund Food Holdings conducted a customer survey a few years back and found 95 percent viewed the two brands the same.The decision to change them was with the "permission of the customers," Lund said.
The company celebrated its 75th anniversary last year and felt the time was right for a merge of the names.
Lunds was founded in 1939, and Byerly's opened in 1968. Lunds acquired Byerly's in 1997, but the stores operated under their respective names, according to the Star Tribune.
Lund told BringMeTheNews 10 percent of the company's 4,000 employees are second, third and even fourth generation, which also translates to customers.
The rebranding will mean different signs, uniforms and other name changes throughout the store, but the "quality of service and passionate expertise" remains the same, Lund says.
The company will reveal the name and signage at the Woodbury store, which is a former Roundy's store the Edina-based company took over in May 2014 when the chain pulled out of the Twin Cities market, Twin Cities Business Magazine notes.
The Woodbury location is renovated and operating right now as a Byerly's. All stores should see the signage changeover by the end of May.
Here's a sneak peak of the rebranding campaign:
Thursday's event starts at 11 a.m. in Woodbury. The first 500 customers will get reusable grocery bags, and 50 lucky customers will find a $10 gift card or a single $100 gift card.