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Ahold Delhaize Nederland Mag 38 Openbaar Besluit Goedkeuring van de concentratie tussen Ahold Delhaize Nederland B.V. en Deen Supermarkten B.V. 2511 WB Den Haag Muzenstraat 41 070 722 20 00 www.acm.nl ACM/UIT/558116 Autoriteit Consument & Markt Openbaar Zaaknr. ACM/21/050672 / Documentnr. ACM/UIT/558116 Goedkeuring van de concentratie tussen Ahold Delhaize Nederland B.V. en Deen Supermarkten B.V. Ons kenmerk : ACM/UIT/559116 Zaaknummer : ACM/21/050672 Datum : 9 juli 2021 Aantal pagina’s : 16 2/17 Autoriteit Consument & Markt Openbaar Zaaknr. ACM/21/050672 / Documentnr. ACM/UIT/558116 Inhoudsopgave Samenvatting en leeswijzer 4 1 Melding 5 2 Partijen 5 3 De gemelde operatie 6 4 Toepasselijkheid van het concentratietoezicht 6 5 Beoordeling 7 5.1 Relevante productmarkten 7 5.1.1 Verkoop van dagelijkse consumptiegoederen via supermarkten 7 5.1.2 Inkoop van dagelijkse consumptiegoederen voor afzet via de detailhandel 8 5.2 Relevante geografische markten 9 5.2.1 Landelijke markt of lokale markten 9 5.2.2 Methode afbakening van mogelijke lokale markten 9 5.2.3 Mogelijke lokale markten 10 5.3 Gevolgen van de concentratie 12 5.3.1 Nationale markt voor de verkoop van dagelijkse consumptiegoederen via supermarkten 12 5.3.2 Lokale markten voor de verkoop van dagelijkse consumptiegoederen via supermarkten 13 6 Wijziging van de melding 15 6.1 Procedure 15 6.2 Inhoud voorstellen van partijen 15 6.3 Beoordeling door de ACM 16 6.4 Conclusie 16 7 Conclusie 16 3/17 Autoriteit Consument & Markt Openbaar Zaaknr. ACM/21/050672 / Documentnr. ACM/UIT/558116 Samenvatting en leeswijzer Supermarktketen Albert Heijn wil 39 supermarkten overnemen van Deen. 41 andere supermarkten van Deen worden overgenomen door Vomar Voordeelmarkt en DekaMarkt; de beoordeling van de overnames van deze 41 Deen-supermarkten valt buiten de reikwijdte van dit besluit. Albert Heijn en Deen zijn beide actief op het gebied van de verkoop van dagelijkse consumptiegoederen via supermarkten en de inkoop van dagelijkse consumptiegoederen voor afzet via de detailhandel. De Autoriteit Consument en Markt (ACM) concludeert in dit besluit dat de overname van de supermarkten van Deen door Albert Heijn niet leidt tot een significante belemmering van de mededinging op de markt(en) voor de inkoop van dagelijkse consumptiegoederen voor afzet via de detailhandel. De toevoeging van de activiteiten van Deen aan het aandeel van Albert Heijn is op deze markt(en) beperkt en er zijn voldoende andere spelers actief. De ACM heeft vastgesteld dat na de overname van de supermarkten van Deen door Albert Heijn op een mogelijke landelijke markt voor de verkoop van dagelijkse consumptiegoederen via supermarkten voldoende concurrentie overblijft. Op een mogelijke landelijke markt zijn er meerdere concurrerende supermarktketens actief waaronder Jumbo, Lidl, Aldi, Plus en Coop. De toevoeging van de Deen- supermarkten aan het aandeel van Albert Heijn op deze mogelijke landelijke markt is beperkt. Daarnaast heeft de ACM onderzocht of er na de concentratie voldoende concurrentie overblijft op het gebied van de verkoop van dagelijkse consumptiegoederen via supermarkten op mogelijke lokale markten. Mogelijke lokale markten, oftewel verzorgingsgebieden, zijn afgebakend als het gebied dat binnen maximaal 10 minuten autoreistijd is te bereiken vanaf de over te nemen Deen-supermarkten. Het verzorgingsgebied is vervolgens in beginsel ingeperkt tot de betreffende woonplaats. Hiervan kan worden afgeweken wanneer er overtuigende argumenten zijn om ook supermarkten in (nabijgelegen) andere woonplaatsen binnen maximaal 10 minuten autoreistijd mee te nemen. Voor één mogelijke lokale markt, het verzorgingsgebied van de Deen-supermarkt in Tuitjenhorn, acht de ACM het aannemelijk dat de nabijgelegen woonplaats Warmenhuizen onderdeel uitmaakt van het relevante verzorgingsgebied. In de verzorgingsgebieden waar het gezamenlijke marktaandeel van Albert Heijn en de door Albert Heijn over te nemen Deen-supermarkten niet of nauwelijks boven de 50% uitkomt, vindt de ACM het aannemelijk dat er voldoende alternatieve supermarkten voor consumenten overblijven en de supermarkten van Albert Heijn en de Deen-supermarkten dus voldoende gedisciplineerd worden door concurrenten. Op de mogelijke lokale markten waar het marktaandeel (ruim) boven de 50% uitkomt, heeft de ACM onderzocht in hoeverre er factoren zijn die dit hoge marktaandeel kunnen relativeren. Binnen één verzorgingsgebied komt het marktaandeel van Albert Heijn en de door Albert Heijn over te nemen Deen-supermarkt boven de 50% uit. Het marktaandeel van Albert Heijn en de door Albert Heijn over te nemen Deen-supermarkt in het verzorgingsgebied van de Deen-supermarkt in Tuitjenhorn stijgt als gevolg van de concentratie van ongeveer 50% naar 100%. Uit onderzoek door de ACM is niet gebleken dat er factoren zijn die het hoge marktaandeel relativeren. Op deze mogelijke lokale markt is vastgesteld dat een significante belemmering voor de mededinging zou kunnen ontstaan wat nader onderzocht zou moeten worden in een vergunningsfase. 4/17 Autoriteit Consument & Markt Openbaar Zaaknr. ACM/21/050672 / Documentnr. ACM/UIT/558116 Om tegemoet te komen aan de geïdentificeerde mogelijke mededingingsproblemen hebben partijen aangeboden om de Deen-supermarkt in Tuitjenhorn over te dragen aan Vomar Voordeelmarkt. In ruil hiervoor verkrijgt Albert Heijn een Vomar-supermarkt in ontwikkeling in Amsterdam […]. Dit aanbod is neergelegd in een wijziging van de melding. In de situatie na de verkoop van deze supermarkt vindt de ACM het aannemelijk dat er voldoende alternatieven overblijven voor consumenten en de supermarkten van Albert Heijn en Deen dus voldoende gedisciplineerd worden door de supermarkten van concurrenten. Met inachtneming van de genoemde wijziging van de melding oordeelt de ACM dat de voorgenomen concentratie de concurrentie niet significant beperkt. Onder de voorwaarde dat Albert Heijn de Deen- supermarkt in Tuitjenhorn overdraagt aan Vomar Voordeelmarkt mag Albert Heijn de andere 38 Deen- supermarkten als bedoeld in dit besluit overnemen. De ACM heeft dit besluit als volgt opgebouwd. Na enkele inleidende hoofdstukken over de melding bij de ACM (hoofdstuk 1), informatie over Albert Heijn en Deen (hoofdstuk 2), de voorgenomen transactie (hoofdstuk 3) en de toepasselijkheid van het concentratietoezicht (hoofdstuk 4) bespreekt de ACM in hoofdstuk 5 de relevante markten (5.1 en 5.2) en daarna de beoordeling van de gevolgen van de voorgenomen concentratie (5.3). In hoofdstuk 6 komt de wijziging van de melding door partijen aan de orde. De ACM sluit in hoofdstuk 7 af met de conclusie. 1 Melding 1. Op 26 april 2021 heeft de Autoriteit Consument en Markt (ACM) een melding ontvangen van een voorgenomen concentratie.1 Ahold Delhaize Nederland B.V. (hierna: AHD), onderdeel van de AHD Groep, heeft gemeld dat zij van plan is 39 supermarkten en een deel van de centrale activa van Deen Supermarkten B.V. (hierna: Deen), te weten het Deen hoofdkantoor, de distributiecentra in Hoorn en Beverwijk2, een bloemencentrale en een slagerij in Hoorn, over te nemen. 2. De ACM heeft de melding in de Staatscourant 23150 van 4 mei 2021 gepubliceerd. Van derden heeft de ACM twee zienswijzen ontvangen. Deze zienswijzen behandelt de ACM in dit besluit waar en voor zover ze relevant zijn voor de beoordeling. 2 Partijen 3. AHD is een besloten vennootschap met beperkte aansprakelijkheid naar Nederlands recht. Zij is de dochtermaatschappij van Koninklijke Ahold Delhaize N.V. AHD Groep is actief op het gebied van de detailhandel in levensmiddelen (onder andere via de supermarktketen Albert Heijn), speciaalzaken voor de detailhandel in drogisterijartikelen (Etos) en slijterijartikelen (Gall & Gall) in Nederland en online verkoopplatform bol.com. AHD exploiteert eigen supermarkten (Albert Heijn) en zij levert goederen en diensten aan franchiseondernemers. vertrouwelijke gegevens, gewist voor publicatie 1 Op grond van artikel 34 van de Mededingingswet. 2 Met uitzondering van de bedrijfsvoering van het distributiecentrum in Beverwijk (inclusief het personeel) dat door Deka Exploitatiemaatschappij II B.V. verkregen zal worden. 5/17 Autoriteit Consument & Markt Openbaar Zaaknr. ACM/21/050672 / Documentnr. ACM/UIT/558116 4. Deen is een besloten vennootschap met beperkte aansprakelijkheid naar Nederlands recht. Zij is de 100%-dochtermaatschappij van Deen Holding Hoorn B.V.. Deen is actief op het gebied van de detailhandel in levensmiddelen via 80 supermarkten. Voor al deze supermarkten koopt Deen haar producten in via de inkoopcombinatie Superunie waar zij lid van is. 3 De gemelde operatie 5. De initieel gemelde operatie bestaat uit twee stappen. Als eerste stap verkoopt Deen Holding Hoorn B.V. alle 80 Deen-supermarkten en enkele centrale activa waaronder het Deen hoofdkantoor, enkele distributiecentra, een bloemencentrale, een faciliteit voor de bereiding van maaltijden en een slagerij in Hoorn (alles exclusief het vastgoed) aan AHD door middel van een aandelenoverdracht. Als tweede stap verkoopt AHD 19 supermarkten en een deel van de centrale activa, namelijk de bedrijfsvoering van het distributiecentrum in Beverwijk (inclusief het personeel) en de faciliteit voor de bereiding van maaltijden in Hoorn (inclusief de activa / passiva en het personeel) aan Deka Exploitatiemaatschappij II B.V. (de DekaMarkt en Dirk supermarktformule, hierna: DekaMarkt) en 22 supermarkten aan Vomar Voordeelmarkt B.V. (de Vomar supermarktformule, hierna: Vomar). 6. Als gevolg hiervan blijven uiteindelijk 39 Deen-supermarkten en een deel van de centrale activa3 achter bij AHD (hierna:
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