In the end, it is not Monoprix but La Poste which takes control of the marketplace specializing in fresh products, Epicery, via its subsidiary GeoPost DPD group, dedicated to the express delivery of parcels of less than 30 kg. The company takes a majority stake of 88.9% in the capital of Epicery. The e-merchant was already working with GeoPost DPDgroup: the couriers of its Stuart subsidiary process part of its deliveries. Monoprix, which had taken a minority stake in the company in 2017, remains in the capital. The investors and co-founders of the start-up, Elsa Hermal and Marc Ménasé, as well as the historical business angels, are selling their shares as part of this operation made public on September 16, 2021.
La Poste thus intends to strengthen its positions in home delivery of food products, a market that has been accelerating since the health crisis. “This operation is fully in line with the strategy […] that we initiated last March: to develop our delivery services to individuals and strengthen our expertise in the food market “, underlines in a press release Olivier Storch, deputy general manager of GeoPost DPDgroup, who becomes president of Epicery. Edouard Morhange, co-founder, remains in the operational controls of the company where he retains his position of Managing Director.
3,000 commercial partnerships by 2025
The entrepreneur’s number one objective: to extend its service to ten new agglomerations in 2022, in addition to the five cities where the application is present today (Paris, Bordeaux, Toulouse, Lille and Lyon). “After the demonstration of the Epicery model, I am delighted with the entry of GeoPost DPDgroup into the capital which will allow us to scale up while remaining faithful to our positioning of quality, proximity and responsibility”, indicates the boss in the press release. Epicery wants to boost its business volume, hoping that it will reach 250 million euros in France by 2025. The site plans to forge 3000 new business partnerships over the next four years, against 850 to date.
The company offers products from the Monoprix, Franprix and Naturalia supermarkets (three Casino group brands) on its marketplace, which it delivers to its customers within an hour. But it also collaborates with small food stores, of which it is digitizing the offer. Only 9% of French traders had an e-commerce sales channel in 2020 and only 3% of independent food professionals depending on the platform. Epicery offers them to create a store on its market place. The goal: to meet additional customers who do not go to the store, without spending hours learning how to get your e-commerce site listed on Google and understand how digital marketing works. The company also manages logistics for them, which is a complex issue in the world of food, its fresh and often fragile products. In exchange, the start-up takes a 5% commission on sales and a monthly subscription of 129 euros.