Picnic: new buying alliance, finalising entry to France

Date : 16 March 2021

Jon Wright

Head of Insight - RA EMEA

According to reports in France-based trade publication LSA, Picnic is finalising its launch in France, which will be supported by Cora, while Gianluigi Ferrari is set to be chief executive of the buying alliance, Everest, between it and Edeka.

Gianluigi Ferrari to become chief executive of Everest

The buying alliance between Netherlands-based Picnic and Germany-based Edeka, which was announced in Q4 2020, has begun operating. As part of its establishment, the alliance has appointed Gianluigi Ferrari as its chief executive. Ferrari was until recently chief executive of AgeCore, of which Edeka is a member.

The continuity of management for Edeka will help smooth Everest’s establishment, given its dominant size in the group. When the buying alliance was first announced, by Picnic co-founder Michiel Muller, he said Everest would be open to taking in new members in future too. Having begun operating it will be interesting to see if the two retailers can attract further members to the group.

Picnic prepares for French launch

According to LSA, Picnic is set to launch its service in France in the next three to four weeks. The launch, if it comes to fruition, would come just two months after speculation about the potential for the launch first emerged. The reports suggest the service will be launched in Valenciennes, a commune in northern France. The launch is being enabled by a partnership between Picnic and Cora, which is supplying a warehouse in Lesquin, near Lille.

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