WILD OATS MARKETS INC
S-3/A, 1999-11-10
CONVENIENCE STORES
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    As Filed With the Securities and Exchange Commission on November 9, 1999
                                                      Registration No. 333-88011
================================================================================


                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549


                                 Amendment No. 2
                                       to

                                    Form S-3

             REGISTRATION STATEMENT UNDER THE SECURITIES ACT OF 1933
                             Wild Oats Markets, Inc.
             (Exact name of registrant as specified in its charter)

              Delaware                                  84-1100630
   (State or other jurisdiction of            (I.R.S. Employer Identification
   incorporation or organization)                         Number)

                               3375 Mitchell Lane
                             Boulder, Colorado 80301
                                 (303) 440-5220
               (Address, including zip code, and telephone number,
                       including area code, of registrants
                          principal executive offices)
                               -------------------
                              Michael C. Gilliland
                             Chief Executive Officer
                             WILD OATS MARKETS, INC.

                               3375 Mitchell Lane
                             Boulder, Colorado 80301
                                 (303) 440-5220
            (Name, address, including zip code, and telephone number,
                   including area code, of agent for service)
                               -------------------
                                   Copies to:


                            Francis R. Wheeler, Esq.
                             Mashenka Lundberg, Esq.
                            HOLME ROBERTS & OWEN LLP
                         1700 Lincoln Street, Suite 4100
                             Denver, Colorado 80203
                                 (303) 861-7000


Approximate date of commencement of proposed sale to the public: As soon as
practicable after the registration statement becomes effective.

If the only securities being registered on this form are being offered pursuant
to a dividend or interest reinvestment plan, check the following box. |_|

If any of the securities being registered on this form are to be offered on a
delayed or continuous basis pursuant to Rule 415 under the Securities Act of
1933, other than securities offered only in connection with dividend or interest
reinvestment plans, check the following box. |X|

If this form is filed to register additional securities for an offering pursuant
to Rule 462(b) under the Securities Act, check the following box and list the
Securities Act registration statement number of the earlier effective
registration statement for the same offering. |_|

If this form is a post-effective amendment filed pursuant to Rule 462(c) under
the Securities Act, check the following box and list the Securities Act
registration statement number of the earlier effective registration statement
for the same offering. |_|

If delivery of the prospectus is expected to be made pursuant to Rule 434, check
the following box. |_|

<PAGE>


         The registrant hereby amends this registration statement on such date
or dates as may be necessary to delay its effective date until the registrant
shall file a further amendment which specifically states that this registration
statement shall thereafter become effective in accordance with Section 8(a) of
the Securities Act of 1933 or until the registration statement shall become
effective on such date as the Commission, acting pursuant to said Section 8(a),
may determine.
<PAGE>
WILD OATS COMMUNITY MARKET

[GRAPHIC OMITTED]


                                2,000,193 Shares
Prospectus                   Wild Oats Markets, Inc.
                                  Common Stock


     All of the 2,000,193 shares of our common stock are being sold by selling
stockholders. We will not receive any proceeds from the sale of shares by the
selling stockholders.


     The sale of the shares may occur from time to time:

     o    in transactions on the Nasdaq National Market,

     o    in privately negotiated transactions, or

     o    in combination of various methods of sale.

     The sales of the shares may occur from time to time:

     o    at fixed prices that may be changed,

     o    at market prices prevailing at the time of sale,

     o    at prices related to such prevailing prices, or

     o    at negotiated prices.

     The selling stockholders may sell the shares to or through broker-dealers,
and such broker-dealers may receive compensation in the form of discounts,
concessions or commissions from the selling stockholders and/or the purchasers
of the shares for whom such broker-dealers may act as agents or to whom they may
sell as principals or both (which compensation as to a particular broker-dealer
might be in excess of customary commissions).

     We have agreed, among other things, to bear certain expenses (other than
fees and expenses of counsel and underwriting discounts and commission and
brokerage commissions and fees) in connection with the registration and sale of
the shares being offered by the selling stockholders. We have agreed to
indemnify the selling stockholders and certain other persons against certain
liabilities, including liabilities under the federal securities laws.

     Our common stock is quoted on the Nasdaq National Market under the symbol
"OATS." The last reported sales price of our common stock on the Nasdaq National
Market on October 15,1999 was $39.875 per share.

     Investing in our common stock involves certain risks. See "Risk Factors"
beginning on page 4.

     Neither the Securities and Exchange Commission nor any state securities
commission has approved or disapproved these securities or determined if this
prospectus is truthful or complete. Any representation to the contrary is a
criminal offense.


                  The date of this Prospectus is November 9, 1999


<PAGE>

                                TABLE OF CONTENTS


                                                                     Page


PROSPECTUS SUMMARY......................................................1

RISK FACTORS............................................................4


USE OF PROCEEDS.........................................................9

SELLING STOCKHOLDERS....................................................9

PLAN OF DISTRIBUTION...................................................11

LEGAL MATTERS..........................................................12

EXPERTS................................................................12

WHERE YOU CAN FIND MORE INFORMATION....................................12

INCORPORATION OF CERTAIN INFORMATION WE FILE WITH THE SEC..............12



                                       ii
<PAGE>
                               PROSPECTUS SUMMARY

     This summary highlights information appearing elsewhere in this prospectus
or incorporated by reference. This summary may not contain all the information
that you should consider before purchasing our common stock. You should
carefully read this entire prospectus and the other documents to which this
prospectus refers. This prospectus contains forward-looking statements that
involve risks and uncertainties.

     Please note that, unless otherwise stated:


     o    all information in this prospectus reflects a 3-for-2 stock split of
          our common stock paid on January 7, 1998 to holders of record on
          December 22, 1997

     o   all references in this prospectus to a particular fiscal year refer to
         our 52- or 53-week fiscal year, which ends on the Saturday nearest to
         December 31 of each year

     o   the financial information presented in this prospectus has been derived
         from our historical financial information, restated to reflect the
         merger with Henry's Marketplace, Inc. which was completed on September
         27, 1999. This merger has been accounted for as a pooling of interests.
         Accordingly, the accounts and operations of Henry's have been included
         in our summary supplemental combined financial and operating data for
         all periods discussed herein. As such, this supplemental combined
         financial and operating information does not represent the historical
         financial position or operations of Wild Oats


     o   all information in this prospectus does not reflect a 3-for-2 stock
         split of our common stock payable on December 1, 1999 to holders of
         record on November 17, 1999


The Company

     Wild Oats is the second largest natural foods supermarket chain in North
America. We currently operate 92 stores in 21 states and Canada. We are
dedicated to providing a broad selection of high quality natural and gourmet
foods and related products at competitive prices in an inviting and educational
store environment emphasizing customer service. Our stores range in size from
2,500 to 42,000 gross square feet and feature natural alternatives for virtually
every product category found in conventional supermarkets. Wild Oats provides
its customers with a one-stop, full-service shopping alternative to both
conventional supermarkets and traditional health food stores.

     Wild Oats emphasizes unique products not typically found in conventional
supermarkets and tailors its product mix to meet the preferences of each store's
local market. In addition, we have implemented "A Wild Oats Down to Earth Value"
private label line that offers high quality, all-natural items in many product
categories at prices competitive with those of similar brand-name items. Our
strict quality standards require our products to be minimally processed, free of
preservatives, artificial colors and chemical additives and not tested on
animals.

     Each of our stores strives to create a fun, friendly and educational store
environment that makes grocery shopping enjoyable, encouraging shoppers to spend
more time in our stores and to purchase new products. We train our store staff
to educate customers as to the benefits and quality of our products, and we
prominently feature instructional brochures, newsletters and an in-store
information department. In addition, many of our stores offer cafe seating
areas, espresso and fresh juice bars and in-store nutritional consultations and
massage therapists, all of which emphasize the comfortable and relaxed nature of
the Wild Oats shopping experience. We also seek to engender customer loyalty by
demonstrating our high degree of commitment to the local community through
ongoing programs which provide significant monetary and in-kind contributions to
local not-for-profit organizations.

     From 1994 to 1998, retail sales of natural products grew from $7.6 billion
to $19.0 billion, for a compound annual growth rate of 25.7%, and total sales of
natural products (including over the internet, by practitioners, by multi-level
marketers and through mail order) reached $25.4 billion in 1998. Sales growth in
the traditional supermarket industry remained relatively flat over the same
period. We believe that this growth reflects a broadening of the natural
products consumer base that is being propelled by several factors, including
healthier eating patterns, increasing concern regarding food purity and safety,
greater environmental awareness and increasing consumer demand for fresh,
premium quality foods.

                                        1
<PAGE>
Further, according to industry data, the natural products industry comprises
less than 2.5% of the total supermarket industry, demonstrating significant
potential for continued expansion of our customer base.

     Since acquiring our first natural foods store in 1987, we have pursued an
aggressive growth strategy. We have grown our annual gross sales in large part
through acquiring independent and small chain natural foods stores and through
opening new stores. We currently operate 92 stores in 21 states and British
Columbia, Canada. The table below sets forth certain of our annual growth
statistics. The information about our total number of stores is net of closures
and relocations.

<TABLE>
<CAPTION>
                      Total Number of    Total Number of   Number of Stores  Number of Stores
                      Stores at End of  States at End of   Acquired During    Opened During    Annual Gross Sales
     Fiscal Year        Fiscal Year        Fiscal Year       Fiscal Year       Fiscal Year        (in millions)
     -----------        -----------        -----------       -----------       -----------        -------------
        <S>                  <C>               <C>                <C>               <C>           <C>
        1996                 49                 8                 13                 9            $253.6
        1997                 62                12                  9                 5             383.9
        1998                 73                18                  7                 8             479.9
    1999 (through
  October 15, 1999)          92                21                 24                 6          Not available
</TABLE>

     Our sales grew at a compound annual growth rate of 39.4% from 1996 to 1998.
Our year-to-date sales for the first six months of 1999 were $305.3 million,
compared to $230.3 million in the same period in 1998, an increase of 32.6%,
largely due to the opening of two new stores and the acquisition of 13 stores in
the first six months of 1999. Through October 15th, we have opened six new
stores and acquired 24 stores in 1999, including:

     o   Nature's Fresh Northwest, located in metropolitan Portland, Oregon,
         which owned seven operating natural foods stores and one site in
         development. The purchase price was approximately $40.0 million in cash
         and assumption by us of a $17.0 million promissory note payable to the
         seller. Nature's had sales of approximately $58.3 million in its 1998
         fiscal year. The transaction closed on May 29, 1999 and was accounted
         for as a purchase.

     o   Henry's Marketplace, located in metropolitan San Diego, California,
         which owned 11 operating natural foods supermarkets and one site in
         development. The merger consideration was approximately $46.0 million
         of Wild Oats' common stock. Henry's had sales of approximately $81.0
         million in its 1998 fiscal year. The transaction closed on September
         27, 1999 and was accounted for as a pooling of interests.

     As a result of our aggressive growth, we have increased our penetration of
existing markets, entered new geographic markets and created a stronger platform
for future growth. Since the beginning of 1997, we have successfully entered a
number of new states, including Arizona, Arkansas, Connecticut, Illinois,
Indiana, New Jersey, New York, Ohio, Oklahoma, Oregon, Tennessee and Texas. We
believe our growth has resulted in operating efficiencies created by:

     o    warehousing, distribution and administrative economies of scale

     o    improved volume purchasing discounts

     o    coordinated merchandising and marketing strategies

     Wild Oats plans to open one additional store in the remainder of 1999 and
to open, acquire or relocate as many as 20 stores in 2000. We intend to continue
our national expansion strategy by increasing penetration in existing markets
and expanding into new regions that we believe are currently underserved by
natural foods retailers. We believe our flexible store format strategy, which
includes large supermarket format stores and medium-sized urban format stores,
and our store clustering strategy enable us to increase market penetration,
reach a broader customer base and operate successfully in a diverse set of
markets. In addition, we periodically evaluate new store formats that may appeal
to different types of consumers in various parts of the country.

     Our executive offices are located at 3375 Mitchell Lane, Boulder, Colorado
80301, and our telephone number is (303) 440-5220.

                                        2
<PAGE>

Recent Developments

         We have signed agreements to acquire:

     o   the operations of Sun Harvest Farms, Inc. which operates nine natural
         foods markets in San Antonio, Austin, Corpus Christi, El Paso, and
         McAllen, Texas in a stock-for-stock exchange valued at approximately
         $21.5 million. The transaction is expected to close on December 15,
         1999, is subject to certain conditions to closing, and is intended to
         qualify as a pooling of interests for financial accounting purposes.

     o   the assets of four natural foods supermarkets operating under the name
         "Wild Harvest" in the greater Boston, Massachusetts market in exchange
         for $12.5 million in cash. The transaction is expected to close in the
         fourth quarter of 1999, is subject to certain conditions to closing,
         and will be accounted for using the purchase method.

                                  Risk Factors

     We operate in a highly competitive industry. The following are among the
risks which could adversely affect our future financial performance:

     o    our ability to manage growth

     o    our strategy of clustering stores

     o    fluctuations in our financial results that could cause our stock price
          to fluctuate

     o    comparable store sales trend fluctuations

     o    increased competition in the sale of natural foods products

     o    loss of key personnel

     o    disruptions of product supply

     These and other risks associated with our business and the purchase of our
common stock are discussed under the heading "Risk Factors" beginning on page 4.

                                        3
<PAGE>
                                  RISK FACTORS

     This offering involves a high degree of risk. In addition to other
information contained in this prospectus or incorporated herein by reference,
prospective investors should carefully consider the following risk factors
before purchasing any of the common stock offered hereby.

Our ability to manage growth is critical to executing our growth strategy
successfully

     We have grown considerably in size and geographic scope since 1992. To date
in 1999, we have acquired 24 stores, opened six new stores and signed agreements
to acquire 13 new stores. We plan to continue growing rapidly primarily through
the opening of new stores. Therefore, our success depends, in part, on our
ability to open and operate new stores profitably. Our ability to continue to
successfully implement our growth strategy in this manner depends on many
factors, including our ability to:

     o    hire and train new personnel, including administrative and accounting
          personnel, departmental, regional and store managers, store employees
          and other personnel in our corporate organization

     o    expand into areas of the country where we have no operating experience

     o    identify areas of the country that meet our criteria for new store
          sites

     o    locate suitable store sites and negotiate acceptable lease terms

     o    obtain governmental and other third party consents, permits and
          licenses needed to operate new stores

     o    integrate new stores into our existing operations

     o    expand our existing systems or acquire and implement new systems,
          including information systems, hardware and software, and distribution
          infrastructure, to include new, relocated and acquired stores

     o    obtain adequate funding for operations

     In addition, we will continue to consider acquisitions of natural foods
retailers where attractive opportunities exist. Acquisitions of operating stores
involve risks, which could have a negative effect on our business, financial
results and profitability, such as:

     o    short-term declines in our reported operating results

     o    diversion of management's attention

     o    unanticipated problems or legal liabilities

     o    inclusion of incompatible operations, particularly management
          information systems

     o    inexperience in operating different store formats

     Although we believe that we have the management, operational and
information systems, distribution infrastructure and other resources required to
implement our growth strategy, we may not be able to execute our new store
expansion plans within the expected time frame. Our continued growth may place a
significant strain on our management, our ability to distribute products to our
stores, working capital, and financial and management control systems. In order
for us to manage our expanding store base successfully, our management will be
required to anticipate the changing demands of our growing operations and to
adapt systems and procedures accordingly. If we are not able to do so, our
business, sales and overall profitability will be materially and negatively
affected.

     Our strategy of clustering stores may result in declines in operating
results.

     As part of our growth strategy, we strive to locate stores in clusters in
select regional markets to increase overall sales, reduce operating costs and
increase customer awareness. In the past, when we have opened a store in a
market where we have an existing store, our sales and operating results have
declined at some existing stores in such markets. We intend to continue to
cluster stores and expect the sales and trends in operating results for other
stores in such clustered markets to continue to experience temporary declines as
a result.

                                        4
<PAGE>

Our financial results may fluctuate significantly which could cause the price of
our shares to fluctuate

     Our profitability may fluctuate significantly from period to period as the
result of a variety of factors, including:

     o    the number, timing, mix and cost of store openings, acquisitions,
          relocations or closings

     o    the ratio of stores opened to stores acquired

     o    the opening of stores by us or by our competitors in markets where we
          have existing stores

     o    percentage changes in comparable store sales results, i.e, same store
          sales from year to year

     We incur significant pre-opening expenses and new stores typically
experience an initial period of operating losses. As a result, the opening of a
significant number of new stores in a single period will negatively affect our
profitability.

Our past comparable store sales may not be indicative of future comparable store
sales

     A variety of factors affect our comparable store sales results, including,
among others:

     o    the opening of stores by us or by our competitors in markets where we
          have existing stores

     o    the relative proportion of new stores to mature stores

     o    the timing of promotional events

     o    our ability to follow our operating plans effectively

     o    changes in consumer preferences for natural foods products

     o    general economic conditions

     Past increases in comparable store sales may not reflect future
performance. Comparable store sales for any particular period may decrease in
the future. Due to the factors listed above, we believe that period-to-period
comparisons of our operating results are not necessarily meaningful and that
such comparisons cannot be relied upon as indicators of future financial
performance. Fluctuations in our comparable store sales could cause the price of
our common stock to fluctuate substantially.

Increased competition in the sale of natural foods products could reduce our
profitability

     Our competitors currently include other independent and multi-unit natural
foods supermarkets, smaller traditional natural foods stores, conventional
supermarkets and specialty grocery stores. We believe that our primary
competitor is Whole Foods Market, Inc., a national natural foods supermarket
chain based in Texas, which, as of September 1999, had 100 stores and had annual
revenues of approximately $1.4 billion in its 1998 fiscal year. A number of
other natural foods supermarkets offer a range of natural foods products similar
to those we offer. While some competitors do not offer as full a range of
products as we do, they do compete with us in some product categories.

     Many of our competitors have been in business longer and have greater
financial or marketing resources than we do. Our competitors also may be able to
devote more funds and employees to securing suitable locations for new stores
and to the sourcing, promotion and sale of their products. In addition, should
any of our competitors reduce prices, we may be required to reduce prices to
remain competitive, which could result in lower sales and profitability. As we
open stores in new geographic markets, our success will depend in part on our
ability to gain market share from established competitors. Traditional and
specialty grocery stores are expanding the amount of natural foods they carry
and market, and therefore they now compete directly with us for products,
customers and locations. We expect competition from both new and existing
competitors to increase in our markets and we may not be able to compete
effectively in the future, which could adversely affect our profitability.

                                        5
<PAGE>
Loss of key personnel could disrupt our operations

     We believe that our continued success will depend to a significant extent
upon the leadership and performance of:

         o     Michael C. Gilliland, our co-founder and Chief Executive Officer

         o     James Lee, our President and Chief Operating Officer

         o     Mary Beth Lewis, our Chief Financial Officer

     The loss of the services of these individuals or other of our key personnel
could have a substantial negative effect upon our operations. Also, in the
current economy in the United States, it is more difficult to find, hire and
retain qualified managerial employees. Any inability to recruit qualified
employees could disrupt our operations.

Disruptions of product supply could reduce store sales and profitability and
disrupt our operations

     Our business is dependent on our ability to buy products on a timely basis
and at competitive prices from a small number of distributors and from a large
number of relatively small vendors. Based on our previous purchasing patterns,
we anticipate that we will continue to purchase approximately one-third of the
products sold in our stores through one wholesale distributor, United Natural
Foods Inc. We have three years remaining on a four-year supply agreement with
this major distributor and we do not have contracts with any other major
supplier. This distributor has recently announced problems in the consolidation
of its eastern U.S. warehouse operations which resulted in minor disruptions in
the supply of products to certain of our eastern stores. We cannot assure that
future disruptions in the operations of this distributor will not have a
material effect on our operations or profitability. We may not be able to
negotiate future supply agreements with this or other distributors on terms
favorable to us. In addition, any other vendor or distributor could stop selling
to us at any time. Any disruption in our product supplies could reduce store
sales and our profitability. In addition, even where we have access to
alternative sources of supply, the failure of a vendor or distributor to meet
our demands may temporarily disrupt store-level merchandise selection, resulting
in reduced sales.

Government regulation could increase our costs

     We are subject to many laws, regulations and ordinances at the local, state
and national level and problems or failures to comply with these laws could
negatively affect our store sales and operations, or could delay the opening of
a new store.

Such laws regulate our operations, including:

     o    health and sanitation standards

     o    food labeling and handling requirements

     o    employment and wage levels

     o    food and alcoholic beverage sales regulations

     From time to time, various local, state and national government agencies
propose laws on issues affecting our operations that could reduce our
profitability by increasing our costs or affecting sales of certain products.
Examples of such issues are:

     o    the minimum wage payable to employees

     o    the minimum age restriction for certain jobs

     o    tax increases on the retail sale of certain products

     Food safety concerns may also generate new laws that could increase the
cost to prepare foods sold in our stores or make the sale of some items
unprofitable. Product recalls or additional government regulation may also erode
customer confidence in the safety of our products, resulting in reduced sales.
Over 15% of our total sales come from the sale of vitamins, supplements and
herbal products. There have been many proposals for new laws on a national level
to restrict sales of certain supplement products or to regulate information
available to consumers regarding these products. If new laws are

                                        6
<PAGE>

passed that limit our ability to offer information on the products we sell or
limit the availability of the products to the general public, our sales could
decrease.

Fluctuations in our stock price may be volatile

     The market price of our common stock can change rapidly in response to our
operating results and other factors, including announcements by our competitors.
In addition, the stock market in recent years has experienced extreme price and
volume fluctuations that often have been unrelated or disproportionate to the
operating performance of companies. In addition to fluctuations in the price of
our common stock caused by stock market fluctuations, the market price of our
common stock may fluctuate due to:

     o    a shortfall in sales, comparable store sales growth or earnings
          compared to public market analysts' expectations

     o    changes in analysts' recommendations or projections

     o    general economic and market conditions

The Year 2000 problem could affect sales and profitability

     We continually evaluate our computer systems used in operating our stores
and have replaced or upgraded, the components of our systems which we believe
might have failed as of January 1, 2000 because of computers' inabilities to
read "01/01/00" as "January 1, 2000" and not "January 1, 1900". We believe that
our own material systems will not fail on January 1, 2000, but cannot guarantee
that disruptions caused by third-party problems will not occur and that system
failures will not affect our sales levels or profitability. If our product
vendors or banks have operations problems because of Year 2000 problems, our
ability to stock products in our stores or process credit card or food stamp
sales for our customers could be disrupted, which could result in lower store
sales or lower profitability.

     Year 2000 problems in other areas such as failures by power, telephone,
mail, data transfer or other utility or general service providers or government
or private entities could also affect our operations and profitability. For
example, we could experience the following:

     o    if the power supply is disrupted, some or all of our stores may have
          to close temporarily, certain perishable inventory could be destroyed
          and store security systems may not operate

     o    we could lose communication links, including credit card processing,
          with some or all of our stores

     o    we could experience significant disruptions caused by the inability of
          our distributors to deliver products to us in a timely manner

We are currently preparing contingency plans in the event these third-party
systems are not Year 2000 compliant and anticipate having such plans completed
early in the fourth quarter of 1999.

We do not intend to pay cash dividends for the foreseeable future

     We have never paid cash dividends on shares of our common stock. We do not
intend to pay cash dividends in the foreseeable future. Our revolving credit
facilities contain various financial covenants which restrict, among other
things, our ability to pay cash dividends.

Our governing documents, provisions of Delaware law and our stockholder rights
plan could have anti-takeover effects

     Our Certificate of Incorporation and Bylaws, certain provisions of Delaware
law and a stockholder rights plan that we adopted could have the following
effects:

                                        7
<PAGE>

     o    delaying, deferring or preventing a change in control of our company

     o    discouraging bids for our common stock at a premium over the market
          price of our common stock

     o    adversely affecting the market price of our common stock and the
          voting and other rights of the holders of our common stock

     Such provisions in our governing documents include, but are not limited to,
a classified Board of Directors and the authority of the Board of Directors to
issue up to 5,000,000 shares of preferred stock and to fix the price, rights,
preferences, privileges and restrictions, including voting rights, of those
shares without further vote or action by the stockholders. The rights of the
holders of our common stock will be subject to, and may be adversely affected
by, the rights of the holders of any preferred stock that may be issued in the
future. We have no present plans to issue shares of preferred stock. In
addition, certain provisions of Delaware law applicable to us could have similar
effects.

     Our stockholder rights plan gives our stockholders the right to purchase a
fractional share of preferred stock at a purchase price of $145 for each share
of our common stock held. In addition, until the rights become exercisable and
in certain limited circumstances thereafter, we will issue one right for each
share of our common stock issued hereafter. The rights become exercisable only
if a person or group acquires beneficial ownership of 15% or more of our
outstanding common stock and would entitle all holders of rights, other than
that person or group to purchase shares of our common stock at a substantial
discount to the then-current market price. In addition, if Wild Oats were
acquired in a merger or other business combination or transaction, the holders
of such rights would be entitled to purchase shares of the acquiror's common
stock at a substantial discount.

Our officers, directors and principal stockholders will exercise significant
control


     After this offering is completed, our directors, executive officers and
principal stockholders, and certain of their affiliates, will control
approximately 23.7% of the outstanding shares of our common stock. Because of
this level of stock ownership, these persons, individually and as a group, will
be able to effectively control us and direct our affairs and business, including
decisions about the acquisition or disposition of our assets, future issuances
of common stock or other securities by us, declaration of dividends in our
common stock and the election of directors. The large percentage of stock held
by such individuals could also delay or prevent a change in control.


     Pursuant to an agreement between us and certain investors, certain parties
controlling an aggregate of approximately 2.3 million shares of our common stock
have agreed that, under certain circumstances, they will vote their shares in
favor of electing the nominee of an investor to our board of directors and to
the audit and compensation committees of our board.

Actual results may differ from results discussed in forward-looking statements.


     Certain statements in this prospectus, including statements contained in
the summary, under the captions "Risk Factors," and elsewhere in this prospectus
constitute "forward-looking statements" within the meaning of the Private
Securities Litigation Reform Act of 1995. Such forward-looking statements
include, without limitation, statements as to our plans to acquire, relocate or
open additional stores, the anticipated performance of new or acquired stores
and other statements containing the words "believes," "anticipates,"
"estimates," "expects," "may," "intends" and words of similar import or
statements of our management's opinion. These forward-looking statements and
assumptions involve known and unknown risks, uncertainties and other factors
that may cause our actual results, market performance or achievements to differ
materially from any future results, performance or achievements expressed or
implied by such forward-looking statements. Important factors that could cause
such differences include, but are not limited to:


     o    changes in economic or business conditions in general or affecting the
          natural foods industry in particular

     o    changes in product supply

     o    changes in the competitive environment in which we operate

     o    the availability of sites for new stores and potential acquisition
          candidates

     o    difficulties in integration of new acquisitions

     o    changes in our management information needs

     o    changes in customer needs and expectations

     o    governmental and regulatory actions


                                        8
<PAGE>
                                 USE OF PROCEEDS

     We will not receive any proceeds from the sale of the shares of common
stock offered by the selling stockholders.

                              SELLING STOCKHOLDERS

     The following table sets forth certain information with respect to the
beneficial ownership of the common stock as of October 1, 1999 by each selling
stockholder.
<TABLE>
<CAPTION>

                                                                            Number of
                                               Beneficial Ownership        Shares to be          Beneficial Ownership
                                                     Prior to               Registered                 After
                                                   the Offering (1)      in the Offering         the Offering (1)
                                               ---------------------     ---------------         ---------------------
Name                                           Number        Percent                              Number       Percent
- ----                                           ------        -------                              ------       -------
<S>                                             <C>           <C>             <C>                <C>            <C>

Stanley A. Boney(2).......................     381,215         2.6            381,215               0            *
Scott B. Boney(3).........................     368,217         2.5            368,217               0            *
Harold G. Ayer(4).........................     232,456         1.6            232,456               0            *
Craig S. Engstrand(5).....................     105,975          *             105,975               0            *
Robert C. Ailworth(6).....................      75,694          *              75,694               0            *
Shon A. Boney(7)..........................      41,576          *              41,576               0            *
Kevin Easler(8)...........................      41,576          *              41,576               0            *
Alex C. Mincks(9).........................      33,505          *              33,505               0            *
Robert M. Malkus..........................      29,263          *              29,263               0            *
Scott T. Wing(10).........................      22,809          *              22,809               0            *
Alan L. Ryan(11)..........................      12,487          *              12,487               0            *
Willard E. Bransky........................       9,754          *               9,754               0            *
Henry A. Boney(12)........................       9,684          *               9,684               0            *
Bruce W. Parrish (13).....................       7,802          *               7,802               0            *
Kelvin Nettleton (14).....................       7,802          *               7,802               0            *
Barry M. Miller...........................       6,271          *               6,271               0            *
Renee M. Farrar...........................       5,133          *               5,133               0            *
Neil Malkus...............................       3,902          *               3,902               0            *
Jason Ryan................................       3,120          *               3,120               0            *
Roberta Ryan Zimmer.......................       1,952          *               1,952               0            *
Chase Capital Partners (15)...............   1,567,885        10.7            600,000            967,885       6.6
</TABLE>


- ----------------------
* less than one percent

(1)  Beneficial ownership is determined in accordance with the rules of the
     Securities and Exchange Commission and generally includes voting or
     investment power with respect to securities. Shares of Common Stock subject
     to options, warrants and convertible notes currently exercisable or
     convertible, or exercisable or convertible within 60 days of October 1,
     1999 are deemed outstanding for computing the percentage of the person or
     entity holding such securities but are not outstanding for computing the
     percentage of any other person or entity. Assumes all offered shares are
     sold.

(2)  Consists of 381,215 shares held by Stanley A. Boney and his wife, Betty L.
     Boney, as community property.

(3)  Consists of 368,217 shares held by the Boney Family Trust with Scott B.
     Boney and his wife, Betsy A. Boney, as Trustees.

(4)  Consists of 232,456 shares held by the Boney Family Irrevocable Trust with
     Harold G. Ayer, as Trustee.

(5)  Consists of 105,975 shares held by the Craig S. and Carolee A. Engstrand
     Family Trust with Craig S. Engstrand and his wife Carolee A. Engstrand, as
     Trustees.

(6)  Consists of 75,694 shares held by Robert C. Ailworth and his wife, Judie
     Ailworth, as community property.

                                        9
<PAGE>
(7)  Consists of 41,576 shares held by Shon A. Boney and his wife, Heather A.
     Boney, as community property.

(8)  Consists of 41,576 shares held by Kevin Easler and his wife, Linda Easler,
     as community property.

(9)  Consists of 33,505 shares held by Alex C. Mincks and his wife, Joan C.
     Mincks, as community property.

(10) Consists of 22,809 shares held by the Wing Family Trust with Scott T. Wing
     and his wife, Susan J. Wing, as Trustees.

(11) Consists of 12,487 shares held by the Ryan Family Trust with Alan L. Ryan
     and his wife, Linda L. Ryan, as Trustees.

(12) Consists of 9,684 shares held by the Boney Family Trust with Henry A. Boney
     and his wife, Jessie, as Trustees.

(13) Consists of 7,802 shares held by the Parrish Irrevocable Trust, with Bruce
     W. Parrish and his wife, Bonnie J. Parrish as Trustees.

(14) Consists of 7,802 shares held by Kelvin L. Nettleton and his wife, Karen
     Nettleton, as community property.


(15) Consists of 1,567,885 shares held of record by Chase Venture Capital
     Associates, L.P., a California limited partnership ("CVCA"). The general
     partner of CVCA is Chase Capital Partners, a New York general partnership
     ("CCP"), of which Mr. Ferguson, a director of Wild Oats, is one of several
     general partners. Mr. Ferguson disclaims beneficial ownership of the shares
     owned by CVCA except to the extent of his pecuniary interest therein
     arising from his general partnership interest therein. Certain stockholders
     have entered into a stockholders agreement under which they have agreed,
     under certain circumstances, to vote for the nominee of Chase to the Board.
     Chase disclaims beneficial ownership of the shares voted in favor of its
     nominee, David Ferguson. CVCA's business address is 380 Madison Avenue,
     12th Floor, New York, NY 10017.

     All selling stockholders, except Chase, were the stockholders of Henry's
Marketplace, Inc., a corporation acquired by us on September 27, 1999 in a
stock-for-stock transaction. No selling stockholder claims any beneficial
interest or ownership for any shares other than those issued, or previously
owned by, to that selling stockholder. Each selling stockholder was granted
certain registration rights pursuant to the Stock Purchase Agreement executed as
part of the transaction. The shares held by the selling stockholders are being
registered pursuant to that agreement.

     Chase and certain other persons are parties to a Registration Rights
Agreement under which each was granted the right to require us to register
shares of restricted stock held by such parties and the shares owned by Chase
are being registered pursuant to that agreement. Chase and certain other persons
are parties to a Stockholders' Agreement, as amended and restated effective
October 22, 1996. This agreement provides, among other things, that such holders
are to vote for Chase's nominee to the Board of Directors. David Ferguson, a
general partner of Chase Capital Partners, the general partner of Chase, has
been one of our directors since November 1994 and serves as such nominee.

                                       10
<PAGE>
                              PLAN OF DISTRIBUTION

     The selling stockholders or their pledgees, donees, transferees or other
successors in interest may offer the shares from time to time. They may sell the
shares on the Nasdaq National Market or in the over-the-counter market or
otherwise, at prices and on terms then prevailing or related to the then-current
market price, or in negotiated transactions. They may sell the shares using one
or more of the following methods or other methods, or in any combination of such
methods:

     o    to broker-dealers acting as principals

     o    through broker-dealers acting as agents

     o    in underwritten offerings,

     o    in block trades

     o    in agency placements

     o    in exchange distributions

     o    in brokerage transactions

     The selling stockholders or the purchasers of the shares may pay
compensation in the form of discounts, concessions or commissions to
broker-dealers or others who act as agents or principals or both. The amounts of
compensation may be negotiated at the time and may be in excess of customary
commissions. Broker-dealers and any other persons participating in a
distribution of the shares may be underwriters as that term is defined in the
Securities Act, and any discounts, concessions or commissions may be
underwriting discounts or commissions under the Securities Act. The selling
stockholders may grant a security interest in shares owned by them. If the
secured parties foreclose on the shares, they may be selling stockholders. In
addition, the selling stockholders may sell short the common stock. This
prospectus may be delivered in connection with short sales and the shares
offered may be used to cover short sales.

     Any or all of the sales or other transactions involving the shares
described above, whether completed by the selling stockholders, any
broker-dealer or others, may be made using this prospectus. In addition, any
shares that qualify for sale under Rule 144 of the Securities Act may be sold
under Rule 144 rather than by using this prospectus. The shares may also be
offered in one or more underwritten offerings, on a firm commitment or best
efforts basis. We will not receive any proceeds from the sale of the shares by
the selling stockholders. The shares may be sold in one or more transactions at
a fixed offering price, which may be changed, or at varying prices determined at
the time of sale or at negotiated prices. The prices will be determined by the
selling stockholders or by agreement between the selling stockholders and their
underwriters, dealers, brokers or agents.

     If required under the Securities Act, the number of the shares being
offered and the terms of the offering, the names of any agents, brokers, dealers
or underwriters and any commission with respect to a particular offer will be
set forth in a prospectus supplement. Any underwriters, dealers, brokers or
agents participating in the distribution of the shares may receive compensation
in the form of underwriting discounts, concessions, commissions or fees from
selling stockholders or purchasers of the shares or both. In addition, sellers
of shares may be underwriters as that term is defined in the Securities Act and
any profits on the sale of shares by them may be discount commissions under the
Securities Act. The selling stockholders may have other business relationships
with us and our subsidiaries or affiliates in the ordinary course of business.

     The selling stockholders also may enter into hedging transactions with
broker-dealers and the broker-dealers may engage in short sales of the common
stock in the course of hedging the positions they assume with the selling
stockholders. The selling stockholders may also enter into option or other
transactions with broker-dealers that involve the delivery of the shares to the
broker-dealers, who may then resell or otherwise transfer the shares. The
selling stockholders may also pledge the shares to a broker-dealer and the
broker-dealer may sell those shares upon a default.

     We will pay all costs associated with this offering, other than fees and
expense of counsel for the selling stockholders and any underwriting discounts
and commissions, brokerage commissions and fees and transfer taxes.

                                       11
<PAGE>
                                  LEGAL MATTERS

     The validity of the common stock offered hereby has been passed upon by
Holme Roberts & Owen LLP, Denver, Colorado as counsel for Wild Oats.

                                     EXPERTS

     Our financial statements incorporated in this prospectus by reference to
our Annual Report on Form 10-K for the year ended January 2, 1999, our
supplemental combined financial statements (which report contains an explanatory
paragraph relating to the pooling of interests with Henry's Marketplace, Inc. as
described in note 2 to the supplemental combined financial statements) filed on
Form 8-K on September 29, 1999 and the financial statements of Nature's Fresh
Northwest, Inc. as of and for the year ended February 6, 1999 filed on Form 8-K
on June 14, 1999, as amended on August 12, 1999 and August 16, 1999 have been so
incorporated in reliance on the reports of PricewaterhouseCoopers LLP,
independent accountants, given on the authority of said firm as experts in
auditing and accounting.

     The report of KPMG LLP, independent certified public accountants, on the
financial statements of Henry's Marketplace, Inc. as of and for the fifty-two
weeks ended December 27, 1998, has been incorporated by reference herein upon
the authority of said firm as experts in accounting and auditing.

                       WHERE YOU CAN FIND MORE INFORMATION

     We have filed with the Securities and Exchange Commission (the
"Commission") a registration statement on Form S-3, which encompasses all
amendments, exhibits, annexes and schedules thereto under the Securities Act
with respect to the common stock offered hereby. This prospectus, which
constitutes a part of the registration statement, does not contain all the
information set forth in the registration statement, to which reference is
hereby made. Statements made in this prospectus as to the contents of any
contract, agreement or other document referred to are not necessarily complete.
With respect to each such contract, agreement or other document filed as an
exhibit to the registration statement and the exhibits thereto, reference is
hereby made to the exhibit for a more complete description of the matter
involved, and each statement made herein shall be deemed qualified in its
entirety by such reference.

     We are subject to the informational requirements of the Securities Exchange
Act of 1934 (the "Exchange Act") and in accordance therewith we file periodic
reports, proxy and information statements and other information filed with the
Commission. The registration statement filed by us with the Commission, as well
as such reports, proxy and information statements and other information filed by
us with the Commission, are available at the web site that the Commission
maintains at http:www.sec.gov and can be inspected and copied at the public
reference facilities maintained by the Commission at Room 1024, Judiciary Plaza,
450 Fifth Street, N.W., Washington, D.C. 20549, and at the regional offices of
the Commission located at 7 World Trade Center, New York, New York 10048, and
the Central Regional Office, 1801 California Street, Suite 4800, Denver, CO
80202-2648. Copies of such material, when filed, may also be obtained from the
Public Reference Section of the Commission at 450 Fifth Street, N.W.,
Washington, D.C. 20549 at prescribed rates. Our common stock is quoted on the
Nasdaq National Market and such reports, proxy and information statements and
other information concerning Wild Oats are available at the offices of the
Nasdaq National Market located at 1735 K Street, N.W., Washington, D.C. 20006.

            INCORPORATION OF CERTAIN INFORMATION WE FILE WITH THE SEC

     Incorporated by reference in this prospectus are our following filings:

     o    Annual Report on Form 10-K for the fiscal year ended January 2, 1999

                                       12
<PAGE>
     o    Quarterly Reports on Form 10-Q for the quarters ended April 3, 1999
          and July 3, 1999

     o    Definitive Proxy Statement dated April 1, 1999

     o    Current Reports on Form 8-K filed on: June 14, 1999, as amended on
          August 12, 1999 and August 16, 1999; on August 2, 1999; on September
          29, 1999; and on October 29, 1999

     o    the description of our common stock contained in our registration
          statement on Form 8-A dated October 17, 1996

     o    the description of rights to purchase Series A Junior Participating
          Preferred Stock contained in our registration statement on Form 8-A
          dated May 21, 1998

        All documents filed by us pursuant to Section 13(a), 13(c), 14 or 15(d)
of the Exchange Act after the date of this prospectus and prior to the
termination of this offering shall be deemed to be incorporated by reference
herein and to be a part of this prospectus from the date of filing of such
documents. Any statement contained in a document incorporated by reference
herein shall be deemed to be modified or superseded for purposes of this
prospectus to the extent that a statement contained herein or in any other
subsequently filed document which also is or is deemed to be incorporated by
reference herein modifies or supersedes such statement. Any statement so
modified or superseded shall not be deemed, except as so modified or superseded,
to constitute a part of this prospectus.

        We will provide without charge to each person, including any beneficial
owner of common stock, to whom a copy of this prospectus has been delivered, on
the written or oral request of such person, a copy of any or all of the
foregoing documents incorporated by reference in this prospectus, other than
exhibits to such documents unless such exhibits are specifically incorporated by
reference into the information that this prospectus incorporates. Written or
oral requests for such copies should be directed to Wild Oats Markets, Inc.,
3375 Mitchell Lane, Boulder, Colorado 80301 (telephone: (303) 440-5220).

                                       13
<PAGE>

WILD OATS COMMUNITY MARKET
[GRAPHIC OMITTED]




                                1,700,000 SHARES


PROSPECTUS                   WILD OATS MARKETS, INC.
                                  COMMON STOCK





         Wild Oats Markets, Inc., may offer from time to time 1,700,000 shares
of our common stock at prices and on terms to be determined at the time of
offering. The shares may be offered separately or together, in amounts, at
prices and on terms to be set forth in one or more supplements to this
prospectus, which must accompany this prospectus.


         We may offer the shares in amounts, at prices and on terms determined
at the time of offering. We may sell the shares directly to you, through agents
we select, or through underwriters and dealers we select. If we use agents,
underwriters or dealers to sell the shares, we will name them and describe their
compensation in a prospectus supplement.


         Our common stock is quoted on the Nasdaq National Market under the
symbol "OATS."


         Neither the Securities and Exchange Commission nor any state securities
commission has approved or disapproved these securities or determined if this
prospectus is truthful or complete. Any representation to the contrary is a
criminal offense.











                 The date of this Prospectus is November 9, 1999


<PAGE>

                                TABLE OF CONTENTS

                                                                            PAGE





THE COMPANY....................................................................1

USE OF PROCEEDS................................................................2

PLAN OF DISTRIBUTION...........................................................2

LEGAL MATTERS..................................................................3

EXPERTS........................................................................3

WHERE YOU CAN FIND MORE INFORMATION............................................3

INCORPORATION OF CERTAIN INFORMATION WE FILE WITH THE SEC......................4



                                     ii
<PAGE>

                                   THE COMPANY


         Wild Oats is the second largest natural foods supermarket chain in
North America. We currently operate 92 stores in 21 states and Canada. We are
dedicated to providing a broad selection of high quality natural and gourmet
foods and related products at competitive prices in an inviting and educational
store environment emphasizing customer service. Our stores range in size from
2,500 to 42,000 gross square feet and feature natural alternatives for virtually
every product category found in conventional supermarkets. Wild Oats provides
its customers with a one-stop, full-service shopping alternative to both
conventional supermarkets and traditional health food stores.

         Wild Oats emphasizes unique products not typically found in
conventional supermarkets and tailors its product mix to meet the preferences of
each store's local market. In addition, we have implemented "A Wild Oats Down to
Earth Value" private label line that offers high quality, all-natural items in
many product categories at prices competitive with those of similar brand-name
items. Our strict quality standards require our products to be minimally
processed, free of preservatives, artificial colors and chemical additives and
not tested on animals.

         Each of our stores strives to create a fun, friendly and educational
store environment that makes grocery shopping enjoyable, encouraging shoppers to
spend more time in our stores and to purchase new products. We train our store
staff to educate customers as to the benefits and quality of our products, and
we prominently feature instructional brochures, newsletters and an in-store
information department. In addition, many of our stores offer cafe seating
areas, espresso and fresh juice bars and in-store nutritional consultations and
massage therapists, all of which emphasize the comfortable and relaxed nature of
the Wild Oats shopping experience. We also seek to engender customer loyalty by
demonstrating our high degree of commitment to the local community through
ongoing programs which provide significant monetary and in-kind contributions to
local not-for-profit organizations.

                                       1
<PAGE>
                                 USE OF PROCEEDS

         Except as may otherwise be described in the prospectus supplement
relating to an offering of shares, we will use the net proceeds from the sale of
shares offered under this prospectus and the prospectus supplement for general
corporate purposes. We will determine any specific allocation of the net
proceeds of an offering of shares to a specific purpose at the time of the
offering and will describe the allocation in the related prospectus supplement.

                              PLAN OF DISTRIBUTION

         The shares being offered may be sold in any one or more of the
following ways from time to time:

     o    through agents

     o    to or through underwriters

     o    through dealers

     o    directly by Wild Oats

         The distribution of the shares may be effected from time to time in one
or more transactions at a fixed price or prices, which may be changed, at market
prices prevailing at the time of sale, at prices related to the prevailing
market prices or at negotiated prices.

         Offers to purchase shares may be solicited by agents designated by Wild
Oats. Any agent involved in the offer or sale of the shares will be named, and
any commissions payable by Wild Oats to the agent will be set forth, in the
prospectus supplement. Unless otherwise indicated in the prospectus supplement,
the agent will be acting on a reasonable best efforts basis for the period of
its appointment. The agent may be deemed to be an underwriter, as that term is
defined in the Securities Act of 1933, of the securities so offered and sold.

     If shares are sold by means of an underwritten offering, Wild Oats will
execute an underwriting agreement with underwriters at the time an agreement for
the sale is reached. In that case, the names of the specific managing
underwriter or underwriters, as well as any other underwriters, the amounts
underwritten and the terms of the transaction, including commissions, discounts
and any other compensation of the underwriters and dealers, will be set forth in
the prospectus supplement which will be used by the underwriters to make resales
of the shares. The underwriters will acquire shares for their own account and
may resell them from time to time in one or more transactions, including
negotiated transactions, at fixed public offering prices or at varying prices
determined by the underwriters at the time of sale. Shares may be offered to the
public either through underwriting syndicates represented by managing
underwriters or directly by one or more underwriters. Unless otherwise indicated
in the prospectus supplement, the underwriting agreement will provide that the
obligations of the underwriters are subject to conditions precedent and that the
underwriters will be obligated to purchase all the shares if any are purchased.

         Wild Oats may grant to the underwriters options to purchase additional
shares to cover any over-allotments at the initial public offering price, with
additional underwriting commissions or discounts, as may be set forth in the
prospectus supplement.

         If a dealer is used in the sale of the shares, Wild Oats will sell the
shares to the dealer as principal. The dealer may then resell the shares to the
public at varying prices to be determined by the dealer at the time of resale.
The dealer may be deemed to be an underwriter, as the term is defined in the
Securities Act, of the shares so offered and sold. The name of the dealer and
the terms of the transaction will be set forth in the prospectus supplement.

                                       2
<PAGE>
     Offers to purchase shares may be solicited directly by Wild Oats and may be
sold by Wild Oats directly to institutional investors or others, who may be
deemed to be underwriters within the meaning of the Securities Act with respect
to any resale. The terms of the sales will be described in the prospectus
supplement.

         If described in the prospectus supplement, Wild Oats may authorize
agents and underwriters to solicit offers by certain institutions to purchase
shares from Wild Oats at the public offering price set forth in the prospectus
supplement under delayed delivery contracts providing for payment and delivery
on the date or dates stated in the prospectus supplement. The delayed delivery
contracts will be subject to only those conditions set forth in the prospectus
supplement. A commission indicated in the prospectus supplement will be paid to
underwriters and agents soliciting purchases of shares under delayed delivery
contracts accepted by Wild Oats.

     Agents, underwriters, dealers and remarketing firms may be entitled under
agreements with Wild Oats to indemnification by Wild Oats against certain
liabilities, including liabilities under the Securities Act, or to contribution
for payments that the agents, underwriters, dealers and remarketing firms may be
required to make.

         Agents, underwriters, dealers and remarketing firms may be customers
of, engage in transactions with, or perform services for, Wild Oats and its
subsidiaries in the ordinary course of business.


                                  LEGAL MATTERS

         The validity of the common stock offered hereby has been passed upon by
Holme Roberts & Owen LLP, Denver, Colorado as counsel for Wild Oats.

                                     EXPERTS

         Our financial statements incorporated in this prospectus by reference
to our Annual Report on Form 10-K for the year ended January 2, 1999, our
supplemental combined financial statements (which report contains an explanatory
paragraph relating to the pooling of interests with Henry's Marketplace, Inc. as
described in note 2 to the supplemental combined financial statements) filed on
Form 8-K on September 29, 1999 and the financial statements of Natures Fresh
Northwest, Inc. as of and for the year ended February 6, 1999 filed on Form 8-K
on June 14, 1999, as amended on August 12, 1999 and August 16, 1999 have been so
incorporated in reliance on the reports of PricewaterhouseCoopers LLP,
independent accountants, given on the authority of said firm as experts in
auditing and accounting.

     The report of KPMG LLP, independent certified public accountants, on the
financial statements of Henry's Marketplace, Inc. as of and for the fifty-two
weeks ended December 27, 1998, has been incorporated by reference herein upon
the authority of said firm as experts in accounting and auditing.


                       WHERE YOU CAN FIND MORE INFORMATION

         We have filed with the Securities and Exchange Commission (the
Commission) a registration statement on Form S-3, which encompasses all
amendments, exhibits, annexes and schedules thereto under the Securities Act
with respect to the common stock offered hereby. This prospectus, which
constitutes a part of the registration statement, does not contain all the
information set forth in the registration statement, to which reference is
hereby made. Statements made in this prospectus as to the contents of any
contract, agreement or other document referred to are not necessarily complete.
With respect to each such contract, agreement or other document filed as an
exhibit to the registration statement and the exhibits thereto, reference is
hereby made to the exhibit for a more complete description of the matter
involved, and each statement made herein shall be deemed qualified in its
entirety by such reference.

         We are subject to the informational requirements of the Securities
Exchange Act of 1934 (the Exchange Act) and in accordance therewith we file
periodic reports, proxy and information statements and other information filed
with the

                                       3
<PAGE>

Commission. The registration statement filed by us with the Commission, as well
as such reports, proxy and information statements and other information filed by
us with the Commission, are available at the web site that the Commission
maintains at http:www.sec.gov and can be inspected and copied at the public
reference facilities maintained by the Commission at Room 1024, Judiciary Plaza,
450 Fifth Street, N.W., Washington, D.C. 20549, and at the regional offices of
the Commission located at 7 World Trade Center, New York, New York 10048, and
the Central Regional Office, 1801 California Street, Suite 4800, Denver, CO
80202-2648. Copies of such material, when filed, may also be obtained from the
Public Reference Section of the Commission at 450 Fifth Street, N.W.,
Washington, D.C. 20549 at prescribed rates. Our common stock is quoted on the
Nasdaq National Market and such reports, proxy and information statements and
other information concerning Wild Oats are available at the offices of the
Nasdaq National Market located at 1735 K Street, N.W., Washington, D.C. 20006.

            INCORPORATION OF CERTAIN INFORMATION WE FILE WITH THE SEC

     Incorporated by reference in this prospectus are our following filings:

     o    Annual Report on Form 10-K for the fiscal year ended January 2, 1999

     o    Quarterly Reports on Form 10-Q for the quarters ended April 3, 1999
          and July 3, 199

     o    Definitive Proxy Statement dated April 1, 1999

     o    Current Reports on Form 8-K filed on: June 14, 1999, as amended on
          August 12, 1999 and August 16, 1999; on August 2, 1999; on September
          29, 1999; and on October 29, 1999

     o    the description of our common stock contained in our registration
          statement on Form 8-A dated October 17, 1996

     o    the description of rights to purchase Series A Junior Participating
          Preferred Stock contained in our registration statement on Form 8-A
          dated May 21, 1998

         All documents filed by us pursuant to Section 13(a), 13(c), 14 or 15(d)
of the Exchange Act after the date of this prospectus and prior to the
termination of this offering shall be deemed to be incorporated by reference
herein and to be a part of this prospectus from the date of filing of such
documents. Any statement contained in a document incorporated by reference
herein shall be deemed to be modified or superseded for purposes of this
prospectus to the extent that a statement contained herein or in any other
subsequently filed document which also is or is deemed to be incorporated by
reference herein modifies or supersedes such statement. Any statement so
modified or superseded shall not be deemed, except as so modified or superseded,
to constitute a part of this prospectus.

         We will provide without charge to each person, including any beneficial
owner of common stock, to whom a copy of this prospectus has been delivered, on
the written or oral request of such person, a copy of any or all of the
foregoing documents incorporated by reference in this prospectus, other than
exhibits to such documents unless such exhibits are specifically incorporated by
reference into the information that this prospectus incorporates. Written or
oral requests for such copies should be directed to Wild Oats Markets, Inc.,
3375 Mitchell Lane, Boulder, Colorado 80301 (telephone: (303) 440-5220).

                                       4

<PAGE>

                                     PART II

                     INFORMATION NOT REQUIRED IN PROSPECTUS

Item 14.   Other Expenses of Issuance and Distribution.

     The following table sets forth all the estimated expenses, other than the
underwriting discounts and commissions, payable by Wild Oats in connection with
the distribution of the common stock being registered.

These expenses will be borne by Wild Oats.


SEC registration fee.............................   $      44,548
NASD filing fees.................................          11,598
Printing fees....................................          25,500
Legal fees and expenses..........................         100,000
Accounting fees and expenses.....................         100,000
Transfer agent and registrar fees................           5,000
Miscellaneous expenses...........................   $      13,354
                                                    -------------
     Total.......................................   $     300,000
                                                    =============

Item 15.   Indemnification of Officers and Directors.

     Under Section 145 of the Delaware General Corporation Law, Wild Oats has
broad powers to indemnify its directors and officers against liabilities they
may incur in such capacities, including liabilities under the Securities Act of
1933, as amended (the "Securities Act"). Wild Oats's Bylaws also provide that we
will indemnify our directors and officers and may indemnify our employees and
other agents to the fullest extent not prohibited by Delaware law, provided that
such person acted in good faith and in a manner such person reasonably believed
to be in or not opposed to our best interests and, with respect to any criminal
proceeding, had no reasonable cause to believe his or her conduct was unlawful.

     Our Certificate of Incorporation provides for the elimination of liability
for monetary damages for breach of the directors' fiduciary duty of care to us
and our stockholders. These provisions do not eliminate the directors' duty of
care and, in appropriate circumstances, equitable remedies such an injunctive or
other forms of non-monetary relief will remain available under Delaware law. In
addition, each director will continue to be subject to liability for breach of
the director's duty of loyalty to us, for acts or omissions not in good faith or
involving intentional misconduct, for knowing violations of law, for any
transaction from which the director derived an improper personal benefit, and
for payment of dividends or approval of stock repurchases or redemptions that
are unlawful under Delaware law. The provision does not affect a director's
responsibilities under any other laws, such as the federal securities laws or
state or federal environmental laws.

     We have entered into agreements with our directors and certain executive
officers that require us to indemnify such persons against expenses, judgments,
fines, settlements and other amounts actually and reasonably incurred (including
expenses of a derivative action) in connection with any proceeding, whether
actual or threatened, to which any such person may be made a party by reason of
the fact that such person is or was our director or officer, provided that such
person's conduct was not knowingly fraudulent or deliberately dishonest and did
not constitute willful misconduct. The indemnification agreements also set forth
certain procedures that will apply in the event of a claim for indemnification
thereunder.

                                      II-1

<PAGE>
Item 16.  Exhibits

Exhibit
Number          Description of Document
- ------          -----------------------

4(i).1.(a)      Amended and Restated Certificate of Incorporation of Wild Oats
                (1)
4(i).1.(b)      Certificate of Correction to Amended and Restated Certificate of
                Incorporation of Wild Oats (1)
4(i).1.(c)      Certificate of Designation for Series A Junior Participating
                Preferred Stock of Wild Oats (3)
4(i).1.(d)      Certificate of Amendment to Amended and Restated Certificate of
                Incorporation of Wild Oats*
4(ii).1         Amended and Restated By-Laws of Wild Oats (1)
4.2             Specimen stock certificate (2)
5.1             Opinion of Holme Roberts & Owen LLP*
21.1            List of subsidiaries*
23.1            Consent of PricewaterhouseCoopers LLP*
23.2            Consent of KPMG LLP*
23.3            Consent of Holme Roberts & Owen LLP. Reference is made to
                Exhibit 5.1.
24.1            Power of Attorney **


- -------------------
*     Filed herewith.

**   Previously filed.

(1)  Incorporated by reference to Wild Oats' Annual Report on Form 10-K for the
     year ended December 28, 1996 File Number 0-21577).

(2)  Incorporated by reference to Wild Oats' Registration Statement on Form S-1
     (Number 333-11261).

(3)  Incorporated by reference to Wild Oats' Quarterly Report on Form 10-Q for
     the quarter ended April 3, 1999 (File Number 0-21577).


Item 17.  Undertakings.

             Insofar as indemnification for liabilities arising under the
Securities Act of 1933 may be permitted to directors, officers, and controlling
persons of the registrant pursuant to the foregoing provisions, or otherwise,
the registrant has been advised that in the opinion of the Securities and
Exchange Commission such indemnification is against public policy as expressed
in the Act and is, therefore, unenforceable. In the event that a claim for
indemnification against such liabilities (other than the payment by the
registrant of expenses incurred or paid by a director, officer or controlling
person of the registrant in the successful defense of any action, suit or
proceeding) is asserted by such director, officer or controlling person in
connection with the securities being registered, the registrant will, unless in
the opinion of its counsel the matter has been settled by controlling precedent,
submit to a court of appropriate jurisdiction the question whether such
indemnification by it is against public policy as expressed in the Act and will
be governed by the final adjudication of such issue.

     Wild Oats hereby undertakes:

     (1) To file, during any period in which offers or sales are being made, a
post-effective amendment to this registration statement to include any material
information with respect to the plan of distribution not previously disclosed in
the registration statement or any material change to such information in the
registration statement.

                                      II-2
<PAGE>
     (2) That, for the purpose of determining any liability under the Securities
Act of 1933, each such post-effective amendment shall be deemed to be a new
registration statement relating to the securities offered therein, and the
offering of such securities at that time shall be deemed to be the initial bona
fide offering thereof.

     (3) To remove from registration by means of a post-effective amendment any
of the securities being registered which remain unsold at the termination of the
offering.

     (4) For purposes of determining any liability under the Securities Act of
1933, the information omitted from the form of prospectus filed as part of this
registration statement in reliance upon Rule 430A and contained in a form of
prospectus filed by Wild Oats pursuant to Rule 424(b)(1) or (4) or 497(h) under
the Securities Act shall be deemed to be part of this registration statement as
of the time it was declared effective.

     (5) For the purpose of determining any liability under the Securities Act
of 1933, each post-effective amendment that contains a form of prospectus shall
be deemed to be a new registration statement relating to the securities offered
therein, and the offering of such securities at that time shall be deemed to be
the initial bona fide offering thereof.

     (6) That, for purposes of determining any liability under the Securities
Act, each filing of Wild Oats' annual report pursuant to section 13(a) or
section 15(d) of the Exchange Act that is incorporated by reference in the
registration statement shall be deemed to be a new registration statement
relating to the securities offered herein, and the offering of such securities
at that time shall be deemed to be the initial bona fide offering thereof.

                                      II-3
<PAGE>

                                   SIGNATURES
     Pursuant to the requirements of the Securities Act of 1933, Wild Oats
certifies that it has reasonable grounds to believe that it meets the
requirements for filing on Form S-3 and has caused this registration statement
to be signed on its behalf by the undersigned, thereunto duly authorized, in the
City of Boulder, County of Boulder, State of Colorado, on the 9th day of
November, 1999.


                                  Wild Oats Markets, Inc.

                                  By: /s/ Mary Beth Lewis
                                      ------------------------------------------
                                      Mary Beth Lewis
                                      Vice President of Finance,
                                      Chief Financial Officer and Treasurer

     Pursuant to the requirements of the Securities Act of 1933, this
registration statement has been signed below by the following persons in the
capacities and on the dates indicated.
<TABLE>
<CAPTION>

Signature                                   Title                                                Date
<S>                                         <C>                                                  <C>

                     *
- -------------------------------------------                                                      November 9, 1999
     Michael C. Gilliland                   Chief Executive Officer and Director
                                            (Principal Executive Officer)

/s/  Mary Beth Lewis
- -------------------------------------------                                                      November 9, 1999
     Mary Beth Lewis                        Vice President of Finance,
                                            Chief Financial Officer and Treasurer
                                            (Principal Financial and Accounting Officer)

                     *
- -------------------------------------------                                                      November 9, 1999
     Elizabeth C. Cook                      Executive Vice President and Director

                     *
- -------------------------------------------                                                      November 9, 1999
     John A. Shields                        Chairman of the Board

                     *
- -------------------------------------------                                                      November 9, 1999
     David M. Chamberlain                   Vice Chairman of the Board

                     *
- -------------------------------------------                                                      November 9, 1999
     David L. Ferguson                      Director

                     *
- -------------------------------------------                                                      November 9, 1999
     James B. McElwee                       Director

                     *
- -------------------------------------------                                                      November 9, 1999
     Brian K. Devine                        Director

                     *
- -------------------------------------------                                                      November 9, 1999
     Morris J. Siegel                       Director

</TABLE>

*By: /s/ Mary Beth Lewis
     ------------------------------------
     Mary Beth Lewis, as Attorney in Fact

                                      II-4




                          CERTIFICATE OF AMENDMENT TO
              AMENDED AND RESTATED CERTIFICATE OF INCORPORATION OF
                             WILD OATS MARKETS, INC.

         Wild Oats Markets, Inc., a Delaware corporation (the "Corporation"),
hereby certifies as follows:

         1. The amendment set forth below was duly adopted in accordance with
Section 242 of the Delaware General Corporation Law.

         2. Paragraph A of Article IV of the Amended and Restated Certificate
of Incorporation is hereby amended to read in its entirety as follows:

         "(a) CLASSES OF STOCK. This corporation is authorized to
         issue two classes of stock to be designated,
         respectively, "Common Stock" and "Preferred Stock."
         The total number of shares which the corporation is
         authorized to issue is 65,000,000 of which
         60,000,000 shares shall be Common Stock and
         5,000,000 shares shall be Preferred Stock. The
         Common Stock shall have a par value of $.001 per
         share and the Preferred Stock shall have a par
         value of $.001 per share.

         3. All other provisions of the Amended and Restated Certificate of
Incorporation not amended hereby shall remain unchanged and in full force and
effect.

         IN WITNESS WHEREOF, the Corporation has caused this Certificate to be
executed this 1st day of November, 1999.



                                             WILD OATS MARKETS, INC.




                                             By: /s/
                                                 -------------------------------


                                                                     Exhibit 5.1


November 9, 1999


Wild Oats Markets, Inc.
1645 Broadway
Boulder, Colorado  80302


Dear Ladies and Gentlemen:

You have requested our opinion with respect to certain matters in connection
with the filing by Wild Oats Markets, Inc. (the "Company") of a registration
statement on Form S-3 (the "Registration Statement") with the Securities and
Exchange Commission, including (i) a prospectus included in the Registration
Statement relating to the sale by certain selling shareholders of up to
2,000,193 shares of the Company's common stock (the "Shares") and (ii) a
prospectus relating to the sale by the Company of 1,700,000 Shares.

In connection with this opinion, we have (i) examined and relied upon the
Registration Statement and (ii) reviewed the Company's Certificate of
Incorporation and Bylaws, as amended, and the originals or copies certified to
our satisfaction of such records, documents, certificates, memoranda and other
instruments as in our judgment were necessary or appropriate to enable us to
render the opinion expressed below.

On the basis of the foregoing and in reliance thereon, we are of the opinion
that the Shares, when issued and sold in accordance with the Registration
Statement, will be validly issued, fully paid and nonassessable.

We consent to the reference to our firm under the caption "Legal Matters" in
each prospectus included in the Registration Statement and to the filing of this
opinion as an exhibit to the Registration Statement.

Very truly yours,

Holme Roberts & Owen LLP



By: /s/ FRANCIS R. WHEELER
   ------------------------------
   Francis R. Wheeler, Partner



                              LIST OF SUBSIDIARIES


Alfalfa's Canada, Inc.
Wild Oats Markets Canada, Inc.
Wild Oats of Texas, Inc.



                                  Exhibit 23.1

                       CONSENT OF INDEPENDENT ACCOUNTANTS

     We hereby consent to the incorporation by reference in this Registration
Statement (No. 333-88011) on Form S-3 of:

     o    our report dated January 29, 1999 relating to the financial
          statements, which appears in Wild Oats Markets, Inc. Annual Report on
          Form 10-K for the year ended January 2, 1999, and

     o    our report dated January 29, 1999, except as to the pooling of
          interests with Henry's Marketplace, Inc., which is as of September 27,
          1999, relating to the supplemental combined financial statements,
          which appears in the Current Report on Form 8-K dated September 29,
          1999, and

     o    our report dated July 9, 1999 relating to the financial statements of
          Nature's Fresh Northwest, Inc. as of and for the year ended February
          6, 1999 which appears in the Current Report on Form 8-K dated June 14,
          1999, as amended on August 12, 1999 and August 16, 1999.

     We also consent to the reference to us under the heading "Experts" in such
Registration Statement.


PricewaterhouseCoopers LLP
Denver, Colorado
November 9, 1999






                                  Exhibit 23.2

                          INDEPENDENT AUDITORS' CONSENT

The Board of Directors
Henry's Marketplace, Inc.:

     We consent to the incorporation by reference in the registration statement
(No. 333-88011) on Form S-3 of Wild Oats Markets, Inc. of our report dated
February 5, 1999, with respect to the balance sheet of Henry's Marketplace, Inc.
as of December 27, 1998, and the related statements of earnings, stockholders'
equity, and cash flows for the fifty-two weeks then ended, which report appears
in the Form 8-K of Wild Oats Markets, Inc., dated September 27, 1999. We also
consent to the reference to our firm under the heading "Experts" in the
prospectus.

                                    KPMG LLP



San Diego, California
November 9, 1999






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