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Dutch online-only supermarket Visit website

Picnic is an online-only supermarket from the Netherlands. The business only operates as a mobile app, so it’s not possible to order groceries through the company’s website.

In the Netherlands, Picnic is a direct competitor to well-established supermarkets like Albert Heijn and Jumbo. In a relatively short time however, Picnic has managed to gain some serious traction, both in media coverage and the number of customers.

Founded in 2015

Picnic was founded by Michiel Muller, Joris Beckers, Frederik Nieuwenhuys and Bas Verheijen and launched in 2015. At first, the online supermarket started delivering groceries to households only in the city of Amersfoort. It gradually rolled out to other cities across the country. This approach has helped giving a boost to the company’s popularity, because it would only launch in a city if there was enough interest from consumers.

In March of 2017, Picnic raised 100 million euros. With this money, the company further expanded its service across the country and also invested in more electrical vehicles.

Expansion to Germany, where it becomes retailer of the year

One year later, in March 2018, Picnic expanded its business to Germany. It started by launching a pilot project in the Dusseldorf regino, but soon it expanded its online grocery service to other areas. And with great success, because one year later, in March 2019, Picnic was chosen as retailer of the year in Germany.

Active in: Germany, The Netherlands

Branches: Food & Non-food

Founder(s): Michiel Muller, Joris Beckers, Frederik Nieuwenhuys and Bas Verheijen

Established: 2015

Company size: 1000

Revenue: € 100 million (2017)

Picnic headquarters

Van Marwijk Kooystraat 15
1114 AG Amsterdam
The Netherlands

Telephone 088-3742642