Online supermarket Arbuz.kz announced the start of operations in the United States under the brand Pinemelon, which will begin operating in Denver, Colorado on April 13.

'A million-dollar city'

The company will focus on natural, organic, and wholesome products, giving priority to Colorado farmers and producers.

Pinemelon CEO Alexey Lee chose Denver was chosen as a "million-dollar city" with large population growth, high education, and income levels. The U.S. food and beverage industry for e-commerce has seen steady and predictable growth, so opening a business in the U.S. was an organic decision.

Pinemelon is being created with direct investment from Kazakhstan and plans to expand its network to 30 U.S. cities.

The company had previously planned to enter the U.S. market in the fall of 2021.

We chose Denver, Colorado (we have already given several reasons why). We hired through zoom, took our first trip at the end of June, rented a warehouse in August, built a team in the U.S., persuaded suppliers, looked for machines, rebuilt the space and system, moved three families in October from Kazakhstan, and now, after 9 months (as planned), the project is ready! It was as if I had a single functioning nerve cell left. The volatility of the market had me feeling like I was dreaming and this wasn't happening to me, but everyone's support got me through. In the last few days, when we were finally given our licenses, everything became a reality. Countdown, ignition, launch...and we are live.

To begin operations in Denver, a 3,000-square-meter fulfillment center was completely renovated, a U.S. version of the iOS and Android apps was launched, and logistics information systems were adopted.

"Our team consists of Coloradans with a combined experience of more than sixty years in the U.S. grocery industry," said Alexey Lee.