Dutch online grocery retailer Picnic is continuing its strong nationwide growth trajectory at a rapid pace, having expanded its operations to the towns of Zoetermeer and Benthuizen this August. The innovative start-up, an NPM Capital portfolio company since 2017, currently operates in roughly 50 Dutch cities and towns.
A consumer research study published by I&O Research (Koopstromenonderzoek 2016) reveals that online grocery shopping is growing in popularity across the Netherlands, with Amersfoort – where Picnic was launched back in 2015 – showing the sharpest uptick. The researchers believe this increase might be due at least in part to Picnic’s success. The online grocery retailer expects to be making deliveries in 70 cities and towns throughout the Netherlands by the end of this year.
Picnic is based on a smart concept, which cuts out all unnecessary middlemen. The company purchases only the items customers have actually ordered through the app. Small electric vehicles deliver the groceries to customers’ homes the next day. The overheads associated with this innovative distribution model are so low that manufacturers offer the lowest prices and delivery is free of charge. There is no need for brick-and-mortar stores, so consumers don’t have to drive anywhere. This keeps carbon emissions down significantly, making the Picnic model highly sustainable.
Read more about the Picnic concept