25 additional distribution hubs for Picnic in Germany

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Online supermarket Picnic will open no less than 25 in Germany this year extra distributiehubs to serve a total of four to six million German households. At the end of last year, the delivery supermarket in Germany had 34 distribution centers, and by the end of this year there should be 59.

With the opening of new fulfillment centers in Hamburg and soon also in Berlin, Picnic is active outside the Ruhr area for the first time.

Turnover should increase to 400 million euros on the German market this year, Lebensmittel Zeitung quotes in its annual financial report.

In 2023, Picnic is still counting on a net loss of 67 million euros in Germany, although the gross margin improved slightly (by 1 percentage point) to 36.8 percent last year.

However, consumers in Germany are still hesitant to shop online. A survey by NielsenIQ shows that most German consumers are still loyal to the physical stores Rewe, Edeka, Aldi, Lidl and Co.

Picnic is nevertheless facing increasing competition. Supermarket chain Aldi Süd will open in Germany from June beginning with the delivery of part of their range. That starts modestly with 1300 articles from the dry assortment, refrigerated articles and frozen products.

Moreover, for the time being, deliveries are only made around Mülheim an der Ruhr, where the head office is located.