Deliveroo has taken a bold step beyond its food delivery roots with the launch of a new virtual store concept, partnering with electronics brand Maplin and lingerie retailer Ann Summers. The initiative introduces fully branded storefronts within the Deliveroo app, providing customers with a fast, personalized retail experience through the company’s quick-commerce arm, Deliveroo HOP.
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DeliverooDeliveroo has taken a bold step beyond its food delivery roots with the launch of a new virtual store concept, partnering with electronics brand Maplin and lingerie retailer Ann Summers. The initiative introduces fully branded storefronts within the Deliveroo app, providing customers with a fast, personalized retail experience through the company’s quick-commerce arm, Deliveroo HOP.
A New Kind of Digital Shopping
The virtual stores are currently live in London and Cambridge, offering a curated selection of products tailored to customers’ immediate needs. Maplin’s store includes digital cameras, smart home devices, and charging accessories, while Ann Summers’ offering focuses on items from its Self Love range.
Deliveroo aims to expand both the product range and geographic availability in the coming months, building a broader on-demand retail ecosystem.
Retail Meets Rapid Delivery
Suzy McClintock, Deliveroo’s VP of New Verticals, explained that the virtual storefronts are designed as digital extensions of retailers’ physical locations or online channels. “Customers receive a bespoke experience and continue to benefit from our rapid delivery times,” she said.
Ollie Marshall, Managing Director of Maplin Electronics, added: “Since the closure of Maplin’s high street stores, we’ve been committed to reimagining how we serve our customers, especially in those urgent ‘need it now’ moments. Launching a Maplin storefront powered by Deliveroo HOP is a major milestone in delivering on that promise.”
A Strategic Shift for Deliveroo
This launch is part of Deliveroo’s larger strategy to evolve beyond food delivery and become a broader commerce platform. By helping retailers tap into its logistics and digital infrastructure, Deliveroo is positioning itself as a key player in the future of fast, convenient retail.
Source: Deliveroo
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