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Carrefour expands into subscription economy with Potager City acquisition

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French supermarket chain Carrefour has expanded further into online groceries by acquiring a subscription box company.

Potager City sells fruit and vegetable boxes to customers in 350 towns in France. Based in Lyons, the company employs 110 people, with over 100,000 customers so far.

Customers can choose from three different subscription boxes via its website or app, priced between €10.90 and €16.90 per week.

It has a network of local producers based near to customers with seven logistics centres, allowing it to deliver to homes, as well as 3300 pick-up points.

Amélie Oudéa-Castéra, Carrefour’s executive director of ecommerce, data and digital transformation, said: “With this acquisition, Carrefour is strengthening its food ecommerce offering.

“Customers will be able to subscribe to a practical, commitment-free box delivery service, providing them with extra-fresh, seasonal and local products that are both tasty and responsible, fully in line with our company purpose – the food transition for all.”

Yoann Alarçon, founder of Potager City, said: “A new chapter is starting for our team, our producers and our partners. We are delighted to join the Carrefour Group so we can put even more effort into deploying concrete, local and affordable solutions enabling consumers to eat healthier, tastier and more responsible food.”

Carrefour has been expanding the channels it uses to approach online customers, particularly through acquisitions. Recently it acquired Dejbox, which offers prepared meals for business employees in Lille, Lyons, Paris, Bordeaux, Nantes and Grenoble.

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