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Blue Apron Must Fight Specter of Amazon-Whole Foods in IPO Pitch

  • Meal-kit delivery company aims for $3.2 billion market value
  • Management said to focus on unique business model in IPO pitch
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Blue Apron Heads to the Public Market

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Days after e-commerce giant Amazon.com Inc. rattled the food industry with its $13.7 billion deal to acquire Whole Foods Market Inc., meal-kit delivery company Blue Apron Holdings Inc. is vying for some of the spotlight.

Blue Apron is marketing 30 million shares of Class A common stock at $15 to $17 each in its initial public offering, aiming to raise as much as $510 million, according to a regulatory filing Monday. The company would have a market value of about $3.2 billion at the high end of that price range, based on the total number of shares outstanding after the offering.