The Grocery
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
The Grocery firmographics
Firmographics- Name
- The Grocery
- Legal name
- The Grocery
- Website
- https://thegroceryshop.co.uk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
The Grocery industry classification
Industry- Product category
- Specialty Grocery Retail
- NAICS
- Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110), Specialty Food Retailers (4452)
- SIC
- Retail-Grocery Stores (5411)
- akta.pro primary industry
- Natural/Organic Supermarkets & Chains (CRAHAEAA)
- akta.pro secondary industry
- Fresh-Format Supermarkets (High-Fresh Mix) (CRAHAAAD)
Keywords
Where The Grocery is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Grocery business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Retail grocery sales: Physical in-store and delivery sales of groceries, organic products, and everyday items. Stocking over 10,000 products across categories including baby, bakery, beauty, charcuterie, cheese, dairy, chilled goods, fish, fruit and veg, meat, and household items.
- Wine and spirits sales: Sales of over 400 organic, natural, and vegan wines plus craft beers and spirits. Offers 10% discount on purchases of 6 bottles or more.
- Wine tasting events: Ticketed wine tasting events at £15 per person featuring British wine, cider, and cheese with informal tasting format.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Wine tasting event ticket |
| Unit Pricing | Pay-as-you-go | Wine bottle discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
The Grocery product offering
Product offeringCore offering
The Grocery is an independent supermarket in Shoreditch, London that sells over 10,000 organic, biodynamic, and natural food products sourced from 200+ farms, producers, and suppliers, alongside a specialty wine shop (the Wine Vault) offering 400+ natural and organic wines, craft beers, and spirits. Customers can shop in-store, attend ticketed wine tastings (£15/person), or order 1000+ products for 15-20 minute home or office delivery through Deliveroo.
Product overview
The Grocery is a physical supermarket in Shoreditch, London offering a unified in-store and delivery shopping experience. The core product is The Grocery main store (over 10,000 products including organic produce, bakery, dairy, meat, fish, household goods, and personal care), complemented by The Wine Vault specialty wine shop (400+ natural/organic wines, craft beers, spirits). Additional services include an on-site cafe (currently closed), wine tasting experiences (£15 per person), and Deliveroo-powered delivery (15-20 minute fulfillment). The company works directly with over 200 farms, producers, and suppliers.
Differentiator
Problem solved
Functional benefit
Products and services
- The Grocery Supermarket (Main Store)
Companies that use The Grocery
Customer profileSegments3 records
Ideal customer profiles3 records
The Grocery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
The Grocery partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DeliveroocoreDeliveroo serves as the primary rapid delivery partner for The Grocery, enabling 15-20 minute delivery of over 1000 products. The partnership includes two Deliveroo storefronts: one for general groceries and one specifically for the Wine Vault featuring wine, beer and spirits. Deliveroo charges premium rates for the rapid delivery service.
Scale indicators3 records
Recent moves5 records
Expansion highlights3 records
The Grocery competitors and assessment
Company assessmentEmerging players
- Abel & Cole: UK organic and ethical food box delivery service with an expanding ranges proposition. Comparable organic sourcing and customer demographic, but operates a different (delivery-led) channel versus The Grocery's store-led model.
- Natoora: London-headquartered online and wholesale supplier of specialty, organic, and seasonal produce to households and restaurants. Overlaps with The Grocery on organic/specialty grocery assortment and direct supplier relationships, but delivers primarily online.
Broad incumbents
- Selfridges Food Hall: Premium London department store featuring a curated food hall of organic, specialty, and artisanal products. Comparable on curated specialty retail and London high-end consumer base, though situated as a department store destination rather than a dedicated grocer.
- Whole Foods Market (UK): Large US-headquartered natural and organic supermarket chain that previously operated London stores. Comparable organic/natural grocery proposition at much greater scale, making it the broad incumbent benchmark even though UK stores have closed.
- Waitrose & Partners: Major UK supermarket chain with a market-leading organic range, own-label organic lines, and rapid delivery in London. Overlaps heavily on organic assortment and customer base but operates at vastly broader scale and price points.
- The Wine Society: UK's largest member-owned wine cooperative with extensive curated organic and natural wine selection and direct delivery. Overlaps on the natural/organic wine and bulk-buy discount proposition (The Grocery offers 10% on 6+ bottles; Wine Society offers case discounts).
Direct peers
- Berry Bros. & Rudd: Historic London fine wine merchant offering curated wines, in-store tastings, and delivery. Most directly comparable peer for The Grocery's Wine Vault concept on specialist wine retail, in-person expertise, and tasting-led community.
- Planet Organic: London-based organic supermarket chain offering a very similar product mix of natural, organic, and specialty grocery items. Most directly comparable peer — same city, same organic-and-natural positioning, overlapping target customers in urban health-conscious consumers.
- La Fromagerie: Independent London specialty grocer and cheese shop stocking artisan, organic, and natural products. Comparable scale and curated specialty retail model with strong sommelier/keeper expertise.
- Daylesford Organic: UK organic farm shop and specialty grocer with multiple London locations emphasising direct farm sourcing, organic produce, and curated prepared foods. Closely comparable product curation and provenance-led value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Grocery social profiles
Digital presenceThe Grocery financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Grocery leadership team
Management profileNumber of profiles
Profiles1 record
The Grocery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Grocery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Grocery
What does The Grocery do?
The Grocery is an independent supermarket in Shoreditch, London that sells over 10,000 organic, biodynamic, and natural food products sourced from 200+ farms, producers, and suppliers, alongside a specialty wine shop (the Wine Vault) offering 400+ natural and organic wines, craft beers, and spirits. Customers can shop in-store, attend ticketed wine tastings (£15/person), or order 1000+ products for 15-20 minute home or office delivery through Deliveroo.
Is The Grocery a public or private company?
The Grocery is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Grocery founded?
The Grocery was founded in 2009. It employs 1 to 10 people.
Where is The Grocery based?
The Grocery is headquartered in London, United Kingdom, in the Europe region.
How does The Grocery make money?
Three revenue lines are on record. Retail grocery sales are the primary driver. The others are wine and spirits sales and wine tasting events.
Who are The Grocery's main competitors?
Emerging players on record are Abel & Cole and Natoora. Broad incumbents are Selfridges Food Hall, Whole Foods Market (UK), Waitrose & Partners and The Wine Society. Direct peers are Berry Bros. & Rudd, Planet Organic, La Fromagerie and Daylesford Organic.
Does The Grocery have an API?
No public API is recorded for The Grocery.
What industry is The Grocery in?
The Grocery's product category is Specialty Grocery Retail. Its primary akta.pro industry code is CRAHAEAA, Natural/Organic Supermarkets & Chains, with a secondary code of CRAHAAAD, Fresh-Format Supermarkets (High-Fresh Mix). Its NAICS code is 445110 and its SIC code is 5411.