Online supermarket Picnic is exchanging its partnership with the Dutch purchasing organization Superunie for a joint purchasing organization with the German supermarket company EDEKA. This confirms Picnic co-founder Michiel Muller, following an article published Friday in The Financial Times (FD).
Picnic, which has been active in Germany since 2018, has ambitions to enter the French and British markets, according to Muller. In that context, cooperation with the Germans has been sought.
“It works in Germany, so why not try it in other countries too?” Muller says rhetorically. According to Muller, the new German partner EDEKA has an annual turnover of 60 billion euros, Picnic will reach 500 million euros this year. The Germans have their own supermarkets and a purchasing organization.
Picnic will join that organization, the partnership will continue under the name Everest. “Third parties can also join. In a few weeks, Picnic will launch its own organic private label, thanks to the new collaboration.” We are creating a strong basis to go further into Europe together. “
Muller believes that elsewhere in Europe there is also a need to deliver groceries at home without delivery costs. This is done under the same Picnic name. “It’s not about the brand, it’s about the service.”
Just like with Albert Heijn, the delivery of groceries at Picnic is also possible loss-making. Muller: “Because we continue to invest.”
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