Online-only supermarket Picnic is planning to expand to the United Kingdom and France. As a result of the upcoming expansion, Picnic has exchanged its collaboration with purchasing organization Superunie for a deal with German supermarket chain Edeka.
“Currently, we are active in the Netherlands and Germany, and we are successful there”, co-founder Joris Beckers has said in an interview with Dutch newspaper Het Financieele Dagblad. “We don’t know why it would work differently in the United Kingdom, France, Spain, or Poland.”
Why would it work differently in the UK or Poland?
Labels already show English and French information
Beckers says they haven’t decided yet which markets Picnic will enter first. But the labels on a new, organic private label should give something away. The nutrition information on these new products is not only shown in Dutch and German, but in English and French as well.
From Superunie to Edeka
In order to further expand across Europe, Picnic has decided to stop its collaboration with purchasing organization Superunie from the Netherlands. Instead, it will partner with the German supermarket chain Edeka. Together they will run their own purchasing organization, which is called Everest.
Commenting on the new partnership, Beckers says the online groceries market is getting more and more mature, so Picnic has to think more like a European company rather than a Dutch company. “I think Picnic will be a major international player in five years’ time.”
Picnic will be a major international player in 2025.
Expected turnover of 500 million euros in 2020
The online supermarket isn’t profitable yet; its loss amounted to 36.7 million euros in 2018. In terms of turnover, however, the internet company is expecting to reach 500 million euros at the end of this year.