Organic online shop Greenweez aims for Luxembourg

Greenweez is part of the Carrefour group and covers the whole of the Benelux from its warehouse south of Brussels. (Photo: Greenweez)

Greenweez is part of the Carrefour group and covers the whole of the Benelux from its warehouse south of Brussels. (Photo: Greenweez)

The online organic supermarket Greenweez aims to triple its sales in Luxembourg, a market it is currently entering from its Belgian website.

Greenweez, the online organic supermarket from Savoie, promises fast delivery within 24 hours. For about a year now, Luxembourg customers have been able to order from the Belgian website of the company, which intends to use this channel to target the whole of the Benelux.

"For six months now, we have decided to make the Benelux a priority and strategic development axis,” says Yannick Dykmans, head of Greenweez Benelux. Currently, the Grand Duchy represents 10% of its sales, but the company aims to reach a third within a year or a year and a half.

We are currently looking for local brands to work with.

Yannick DykmansHead of BeneluxGreenweez

To achieve this, the brand is working on purely digital marketing based on search engine adwords. Also, "we are busy looking for local brands to collaborate with,” says Dykmans.

The website currently only offers local Belgian and Dutch brands. "The contents of the shopping basket are more or less identical between Belgium, Luxembourg and the Netherlands. The only difference in the grand duchy is a slightly greater interest in German references," says Dykmans.

Luxembourg residents are keen on organic food

Greenweez is a subsidiary of the Carrefour group, and last year the French leader in online organic food saw its sales increase by 60%. Its international development also includes the Benelux, a market managed from a logistics warehouse in Nivelles, south of Brussels.

There are 5,000 different products, excluding fresh produce. "Our speciality is everything related to early childhood, such as baby milk and nappies, because for many young parents this is a good entry point to organic products,” says Dykmans.

With €265 euros of organic products per inhabitant per year in 2019, Luxembourg represents the third largest European market in this area, according to the Research Institute of Organic Agriculture (FiBL).

The local market already has a handful of well-established players, such as Naturata, which has been active since 1989, but also Alavita, Ouni and the subsidiary of the French chain Monoprix and Naturalia. While they do not have an online shop with delivery service, the cooperative platform has existed since last year.

In Luxembourg, the online supermarket segment is led by Luxcaddy, launched in 2007. The site works with local producers and craftsmen, such as the Biog cooperative, which owns Naturata. Among its 6,000 products are organic and dietary products. "Every website that sells food products is a competitor for us, but Luxcaddy has a mixed offer with fresh, grocery and organic products, which is our strength,” says its co-founder, Georges Kraft.

Since the start of the covid-19 pandemic, Auchan Drive also offers a home shopping delivery service.

This article was originally published on Paperjam. It has been translated and edited for Delano.