Whole Foods executive says he's tired of hearing one rumor about the brand

Whole Foods

Whole Foods is opening a new, cheaper store called 365. 

Just don't expect a tattoo parlor. 

Jeff Turnas, the president of Whole Foods' new brand, told The New York Times he's tired of hearing rumors about the concept and what it will be like.

"Mr. Turnas said he was almost as tired of hearing that it would be a cheaper version of Whole Foods as he was of the rumor that it would have a tattoo parlor in it," The New York Times writes. 

Whole Foods is launching a new chain of stores that will be unlike the grocery-store chain's existing locations.

The first store opens this month in Los Angeles. The second store is slated to open in Lake Oswego, Oregon, in July.

The stores have several key differences from the existing Whole Foods. They will be cheaper, with about one-third the products. The focus will be on private labels rather than outside vendors. 

This new concept is an attempt to appeal to millennials and give Whole Foods an edge as everyone from Kroger to Walmart aggressively invests in organic food. 

Whole Foods

The brand will also feature places to "hang out." 

The Los Angeles location, for example, has a 1,235-square-foot vegan fast-casual restaurant called By Chloe, in addition to a craft-brew bar operated by Allegro Coffee Company.

Turnas says the "hangout" factor is what will set 365 apart from its competitors.

"Nobody hangs out at Trader Joe's or Kroger," Turnas told Business Insider in April.

Hayley Peterson contributed to this story. 

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