Dutch online supermarket Picnic launches in Berlin

Online supermarket Picnic has expanded its German activities to fifteen districts of the German capital, Berlin. More are to follow soon.

Waiting list of 35,000

Expectations are sky-high: even before the launch, some 35,000 households had already joined the waiting list, the company told Lebensmittel Zeitung, even though the Dutch online supermarket is not yet available across the entire city.

By the end of summer, Picnic wants to expand further, with suburban municipalities also in sight. Across the metropolitan area, the Dutch online supermarket aims for a potential of 2.5 million households, equivalent to the catchment area of some sixty supermarkets.

Germany is an important growth territory for Picnic, as German supermarket group Edeka is a major shareholder. This year, the grocery delivery company aims to open 25 additional distribution hubs there and reach a turnover of 400 million euros through some five million German households. In April, the company had already launched in Hamburg. There, the delivery area has already tripled in size.