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Thorn He is only seven years old, but it was a rotation to start the French operation. During this time, a grocery seller has gone online with a global epidemic, followed by the emergence of fast startups backed by projects that promised to deliver groceries in less than 15 minutes, followed by the collapse of that vertical.
When you talk to the co -founder and CEO of La Fourche Nathan Labi, he does not spend much time in the dwelling on Flink, Getir, GoPuf, Gorillas and all the startups in the q trade that gathered in Europe around 2021. Because the La Fourche business model can be considered perfect for all of this. Although the start starting is also VC supportedI took a different path.
Most La Fourche stocks consist of healthy and organic products with a long shelf life. Think of olive oil, diapers, grains, shampoo and coffee beans.
“I divide it into three purchase patterns. You have one purchase pattern, which is the quick reproduction -” What will I eat tonight? ” – This leads to very low arrangement values: 20 euros to 30 euros,” explained to the lamp.
“Then, you have a weekly pattern, where you plan more, go and buy fruits and vegetables, fresh products, etc.,” continued. Then you have the opportunity to shares, which are really related to filling the cabinets for a month, one and a half months.
These are three very distinct patterns. It is clear that we were clearly identified as a shares company. “
The company offers only a few options for each product category so that it has wide coverage for the needs of its users without choosing them with selection. It also offers its brand products.
In some way, La Fourche tries to distinguish between its offers from the traditional supermarket chains and their delivery services.
“There is a lack of consumer confidence,” he argued by Labat – calls “the overwhelming catalog with terrible things, all you already know as a consumer, which led YukaApply food quality.
I went to 100 million euros of revenue
With La Fourche, customers pay annual organic fees for registration – currently costs about 60 euros annually ($ 65.50 at current exchange rates). Next, customers do not pay delivery fees for requests on a specific threshold.
On this front, it is called Labat Costco and Market thrives As inspiration. (But Amazon Prime may be the most familiar with the delivery membership model). Subscriptions create brand loyalty, increase retaining rates and can improve the average value of demand.
Instead of bombing to subscribe to get diapers, another to get fresh coffee pills and another for personal care products, customers can get all these products from La Fourche.
“The subscription models have become increasingly common,” he pointed out. “You have the impression that it is on food, it’s interesting because you can provide something like” one subscription to control them all. ”
La Fourche measures tend to support these assumptions. The company currently has 120,000 members. On average, they demand about 120 euros of products once a month or every 45 days.
In general, La Fourche says it is on the right way to generate 100 million euros of the total goods in 2025.
The economy of the startup unit also improves. “We have moved from -15 % in the margin of profits before interest, taxes, depreciation and consumption to -9 % last year, and we are on the right path by -2 % this year,” he said, adding: “We aim to achieve the first profitable quarter of us by the end of 2025.”
Part of the reason that the La Fourche business model appears to be working well. The company does not have to increase marketing spending because it grows because most La Fourche customers come from referrals. The startup says it spends about 5 % of its marketing revenues.
The other big reason is that La Fourche has only one warehouse covering the entire country. He is now Automated warehouse – Built using Autostore technology. “We have a relatively asset light model with a high repetition rate,” Lap summarized.
As an additional benefit, 46 % of La Fourche customers reside in the countryside. This is not a startup that only serves customers who live in big cities because they already have a lot of options to shop groceries.
After that, La Fourche wants to develop its customer base in Germany – where she recently launched an online organic supermarket, under the brand name The heart of cultivation. And if it can prove that the model is repetitive in various countries, then there are likely to be other geographical expansions on the road.