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Picnic is expanding its field of action towards the Belgian border. Soon, the online supermarket will also serve the cities Roosendaal and Bergen op Zoom, bringing Antwerp within reach.
“Quintessential Picnic areas”
According to Emerce, around 90,000 households in Roosendaal, Bergen op Zoom and neighbouring towns such as Steenbergen and Rucphen will be within reach. They can already register using the Picnic app, after which they will be put on a waiting list. The webshop will gradually include them in the customer base.
“Roughly a third of the households in Roosendaal and Bergen op Zoom have children. That makes them quintessential Picnic areas,” says director Michiel Muller, explaining the roll-out. Picnic has approximately 650,000 customers throughout the Netherlands. Recent research has shown that the company has climbed to second place in the online grocery market, overtaking Jumbo. Albert Heijn remains the clear market leader for the time being.
With this expansion, Picnic takes another big step towards the Belgian city Antwerp, says retail expert Stefan Van Rompaey. “Picnic adopts an ink-stain strategy, whereby they expand into neighbouring municipalities which they can then serve with their own supplies. So a first Belgian trial in Essen, for example, is now suddenly also a possibility.”
