Online Retailer Knuspr with First Financial Report and New Logistics Location

About 100 days after its launch in Germany, the online grocery retailer Knuspr draws a consistently positive balance: In the Munich metropolitan area, where the concept initially started, Knuspr already counts more than 20,000 customers, 600 employees, and 520 suppliers. The company receives more than 1,500 orders daily – with a strong upward trend – and an average basket value of 80 euros. Knuspr is now opening another logistics location in Bischofsheim and aims to supply the Frankfurt and Rhine/Main regions from there.

(Garching/Bischofsheim) For the successful launch of Knuspr in Germany, Managing Director Erich Comor cites a simple reason: “Our unique concept hits the nerve of the times and the wishes of the customers. That’s why we aim for a revenue of 1.2 billion euros in 2024 and want to be the number one in the growing e-grocery market in Germany with a market share of 30 percent.”

The most noticeable difference between Knuspr and other online providers lies in the product range: Currently, Knuspr offers a very wide selection with 12,000 items, and in the long term, it aims to have 20,000 products nationwide. More than 30 percent come from regional suppliers and farms, and the share of organic products is about three times higher than in a traditional supermarket. Erich Comor: “We are a supermarket and a farm shop in one. The close collaboration with local businesses and support for agriculture is close to our hearts – alone in Bavaria, around 15,000 farmers had to give up in the past ten years. We actively integrate farms into our concept and enable them access to digital sales channels. This allows for a much shorter value chain, from which farmers especially benefit. At the center is a collaboration on equal terms, which thrives on mutual appreciation.”

For customers, this means not only a wide range of regional products but also maximum freshness: “95% of our products come directly from the farm or manufacturer and not from intermediaries. They are delivered to our central warehouse in Garching and from there brought to customers as quickly as possible, often on the same day,” says Björn Christian Wolf, Operations Director at Knuspr. The delivery vehicles are divided into different temperature zones. This ensures that the products arrive at the customers in optimal quality. “It doesn’t happen with us that ice cream ends up in the same bag as pasta,” says Wolf. The sophisticated logistics concept also helps avoid food waste. “We all know the problem that retailers have to throw away enormous amounts of unsold food,” says Wolf. “With us, the share is below 0.1 percent, also because we donate unsold products to the Foodsharing organization in Munich.”

60 percent of new customers through recommendations

From the central warehouse in Garching, the entire Munich metropolitan area is supplied. Numerous processes are now automated to give the employees there enough time for the important tasks: “We look at the goods with the same critical eyes as our customers would and ensure, for example, that only flawless fruits and vegetables reach the customer. If we do make a mistake, the customer receives an immediate refund,” says Wolf. The fact that this concept resonates with customers is shown by the fact that around 60 percent of new customers now come to Knuspr through personal recommendations.

“Currently, our warehouse capacity is only about 20 percent utilized, but we have the potential to meet the demand of around 40 supermarkets at full capacity,” says Erich Comor. Instead of many small branches, as in traditional retail, or small intermediate warehouses, as with quick-commerce providers, Knuspr only needs to supply and operate the fulfillment center in Garching. This not only saves costs but also conserves resources. The effect continues: By serving an average of seven households in Munich and the surrounding area with one delivery trip from the central warehouse, Knuspr minimizes delivery routes and thus improves its CO2 balance.

More than 90 percent of delivery drivers are permanently employed

The new online supermarket also focuses on fair working conditions for its employees, alongside good collaboration with farmers and suppliers. Erich Comor: “More than 90 percent of our drivers are permanently employed at Knuspr. They are the true face of our company and our most important brand ambassadors with customers.” For this reason, Knuspr also invests a lot of time and energy in finding and training suitable candidates with the right service mentality.

In addition to Munich, the search has also begun in Frankfurt. This is the next city where Knuspr wants to establish itself in spring 2022. Erich Comor: “By 2024, we want to be present in all major urban areas in Germany and also work with local businesses and farmers there to shape the future of grocery retail together.”

New logistics location in Bischofsheim

The online supermarket Knuspr is continuing to expand and has rented around 8,400 square meters of hall, office, and social space for its second location in Germany after Garching near Munich.

The landlord of the now fully rented property is Logicor. The company has created one of the largest privately owned networks of logistics properties in Europe. The portfolio spans 17 countries and offers 13.5 million square meters of warehouse space, strategically located along Europe’s busiest trade routes and near major cities. Colliers acted as a consultant and intermediary for Knuspr during the rental process.

From Bischofsheim in Hesse, Knuspr will now supply the entire area around Frankfurt, Mainz, and Wiesbaden with a full range of products, including a large share of regional products and international delicacies. Around 10,000 products will be stored on the premises.

Tom Gosmann, Consultant Industrial & Logistics at Colliers in Frankfurt: “This example shows that alongside classic e-commerce, the online grocery trade is still on a growth path and more and more players are looking for suitable spaces.” About Knuspr

Knuspr is a new online grocery retailer in Germany. The hallmark of the pure player: Knuspr delivers fresh and high-quality groceries directly to your home within three hours. The center of the full range includes fresh products such as fruits and vegetables, meat and fish, dairy products, and baked goods. Among other things, the origin and logistics make the difference: More than 95% of its full range comes directly from manufacturers and farmers, not from wholesalers and/or intermediaries. More than 30% of the range comes from regional suppliers, such as butcheries and bakeries. With this innovative concept, Knuspr sees itself as a revolutionary player in the e-food business, aiming to reach around 30 million customers in Germany over the next three years.

About Rohlik

Knuspr is part of Rohlik, the market leader for online groceries in Central Europe, founded in 2014 by Tomás Cupr in the Czech Republic. Rohlik’s revenue was 300 million euros in 2020. The company currently has 750,000 customers in three international markets.

Rohlik has its own end-to-end IT infrastructure, offers an excellent customer experience, and the freshest food from local farmers and producers. With this service, Rohlik has been expanding into other European cities since 2019: Hungary was the first, where a successful market entry was achieved with the brand “Kifli” in Budapest. In Austria, Rohlik launched “Gurkerl” in Vienna in December 2020. In summer 2021, Germany followed with “Knuspr”, where the first location is Munich.

Photo: © Knuspr