German quick commerce company Gorillas is launching four private labels to boost its profit margins. Some fifty products in eleven popular categories will be available in the app from the day after tomorrow – but only for customers in four markets.
Differentiation
The brands “Gorillas Daily”, “Gorillas Premium”, “Hot Damn Coffee” and “<start-up beer>” will be available to British, Dutch, French and German customers from 9 June, the Berlin-based flash delivery company said in a press release. More products will be added in the coming months, but only in the four European core markets where the delivery service will remain.
By creating not one, but four private label brands, Gorillas wants to set different accents from the outset. The ‘Daily’ range promises accessible prices for essential products, while ‘Premium’ (obviously) aims for “products with particular high quality such as fresh pasta”. There will also be a separate brand for coffee (and related products such as pads and oat milk) and for beer.
Profitable and sustainable
Founder Kağan Sümer sees the development of private labels as a logical next step: “Since day one, we wanted to develop our own products with unique flavors and creative packaging to perfectly match the needs and tastes of our customers. Our new private labels are also a key component of our profitability strategy and will enable us to develop new revenue streams across our core markets.”
Gorillas says it is confident in its new products, which are based on a “deep and data-driven understanding of customer preferences”. With these new brands, the flash delivery company also wants to take steps towards sustainability: for example, its fruit juices and beers are produced with 100 % renewable energy. Packaging, on the other hand, is made of as much recycled material as possible, while the coffee pods can be fully composted.
