About Picnic
Picnic is a Retail company based in Amsterdam (Netherlands) founded in 2015 by Daniel Gebler, Joris Beckers, Frederik Nieuwenhuys, Bas Verheijen, Gerard Scheij, and Michiel Muller. Online grocery shopping and delivery services are provided by Picnic. It operates on a Direct-to-Consumer (D2C) and Subscription Services model. Picnic has raised $1.98 billion across 6 funding rounds from investors including ABN AMRO, Gates and Gates Foundation. The company has 5,568 employees. Picnic was last valued at $1.21 billion in February 2021. Its website picnic.app draws about 1.9 million monthly visits. Picnic offers products and services including Online Grocery Shopping and Recipe Suggestions. Its focus areas include E-commerce and Online Grocery. Its legal entity is Picnic B.V.
Company details
Online grocery shopping is facilitated by Picnic, focusing on delivering groceries directly to consumers with free and electric delivery options. The company operates in the e-commerce retail sector, offering low prices by eliminating physical stores. Additional solutions like recipe suggestions for quick family meals are integrated into their app. Products are sourced internationally to ensure competitive pricing for popular brands.
- Headquarters Amsterdam, Netherlands
- Employees 5,568
- Founders Daniel Gebler, Joris Beckers, Frederik Nieuwenhuys, Bas Verheijen, Gerard Scheij, Michiel Muller
- Stage Unicorn
- SectorsRetail
- Website category Food and Drink · Groceries
- Email••••••••
- Phone•••• ••••
- Website picnic.app/nl
- Social LinkedIn X Facebook Instagram
- Legal Name Picnic B.V.
- Total Equity Funding$1.98B (USD)
in 6 rounds
- Latest Funding Round$495.55M (USD), Series E
Nov 2025
- InvestorsABN AMRO
& 8 more
- Employee Count5,568
Products & Services of Picnic
Picnic offers a comprehensive portfolio of products and services, including Online Grocery Shopping and Recipe Suggestions.
Groceries are ordered online and delivered free daily.
Recipes are provided for quick family meal planning.
Funding Insights of Picnic
Picnic has successfully raised a total of $1.98B across 6 strategic funding rounds. The most recent funding activity was a Series E round of $495.55 million completed in November 2025. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $1.98B
- Total Rounds 6
- Last Round Series E — $495.55M
- First Round $108.6M
(Mar 2017)
- Investors Count 9
All 6 funding rounds of Picnic with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Nov 2025 | $495.55M | Series E | – | – | – |
| Jan 2024 | $388.65M | Series D | – | Edeka | |
| Sep 2021 | $708.78M | Series D | – | Gates Foundation | – |
| Nov 2019 | $55.08M | Debt – Conventional | – | – | |
| Nov 2019 | $275.4M | Series C | – | NPM Capital, Kruidvat | – |
| Mar 2017 | $108.6M | Series B | – | NPM Capital, De Hoge Dennen | – |
| Date | Valuation | Stage |
|---|
Full valuation and stage history of Picnic
Every valuation point, the growth-stage changes (minicorn, soonicorn, unicorn) and the dates behind them require an active premium plan.
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Last known valuation $1.21B (Feb 2021). 9 investors in total: 9 institutional.
Investors in Picnic
Picnic has secured backing from 9 investors, including institutional and venture fund investors. Prominent investors backing the company include ABN AMRO, Gates and Gates Foundation.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
NPM Capital is engaged as an entrepreneurial investment partner. | 1948 | npm-capital.com | Amsterdam, Netherlands | |
Sector-agnostic VC firm investing in geographies such as the Netherlands | 2003 | oostnl.nl | Apeldoorn, Netherlands | |
Charitable foundation investments on poverty reduction and healthcare | 2000 | gatesfoundation.org | Seattle, United States | |
EDEKA is engaged in food retail through supermarkets. | edeka.de | |||
ABN AMRO is recognized as a personal bank in the digital era. | 1991 | abnamro.com | Amsterdam, Netherlands | |
Kruidvat is operated as a drugstore chain offering personal care products. | kruidvat.nl | Netherlands | ||
Delivers wealth management services including portfolio advisory and planning. | 2009 | hoyberg.com | Netherlands | |
De Hoge Dennen is engaged in Dutch retail real estate investment. | dehogedennen.com | Laren, Netherlands | ||
Transmission components are manufactured and supplied to the aftermarket. | 1911 | gates.com | Denver, United States |
Investor details for Picnic
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
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People of Picnic
6 people are tracked at Picnic (6 in leadership); the tracked headcount is 5,568.
| Name | Role | Group |
|---|---|---|
Daniel Gebler | Co-Founder & CTO | Leadership |
Joris Beckers | Co-Founder | Leadership |
Frederik Nieuwenhuys | Co-Founder | Leadership |
Bas Verheijen | Co-Founder | Leadership |
Gerard Scheij | Co-Founder | Leadership |
Michiel Muller | Co-Founder | Leadership |
Complete people profiles for Picnic
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Timeline of Picnic
4 dated milestones of Picnic across 10 years, from founding to its latest funding, stage changes and deals.
- Founded Picnic is founded.
- Funding First funding round of $108.6M.
- Milestone Reaches Unicorn status.
- Funding Latest funding round, Series E, of $495.6M.
Web traffic of Picnic
The website of Picnic (picnic.app) receives about 1.9M visits a month and ranks #43,603 among all websites worldwide, #1,229 in Groceries.
- Monthly visits1.9M
▲ 17.5% vs previous month
- Unique visitors650.8K
per month
- Global rank#43,603
among all websites
- Category rank#1,229
Food and Drink · Groceries
- Bounce rate58%
- Pages per visit1.9
- Average visit1 min 48 sec
- DevicesDesktop 13% · Mobile 87%
Websites whose visitors overlap most with Picnic. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
shop.rewe.de | shop.rewe.de | 100% | #32,076 | – | |
| netto-online.de | 98% | 5.2M | #4,906 | View details | |
knuspr.de | knuspr.de | 96% | #42,403 | – | |
aldi-nord.de | aldi-nord.de | 93% | #7,942 | – | |
clickbits.net | clickbits.net | 92% | #322,484 | – | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for Picnic
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Verified entity values are shown only after access is granted.
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Related news about Picnic
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Frequently Asked Questions about Picnic
Picnic was founded in 2015 and raised its 1st funding round 2 years after it was founded.
Picnic is headquartered in Amsterdam, Netherlands. It is registered at Amsterdam, North Holland, Netherlands.
Picnic is a funded company, having raised a total of $1.98B across 6 funding rounds to date. The company's 1st funding round was a Series B of $108.6M, raised on Mar 2017.
Picnic has 5,568 employees.
Online grocery shopping is facilitated by Picnic, focusing on delivering groceries directly to consumers with free and electric delivery options. The company operates in the e-commerce retail sector, offering low prices by eliminating physical stores. Additional solutions like recipe suggestions for quick family meals are integrated into their app. Products are sourced internationally to ensure competitive pricing for popular brands.
Picnic offers Online Grocery Shopping and Recipe Suggestions.
Picnic has 9 investors. Key investors include ABN AMRO, Gates, Gates Foundation, Oost NL, and EDEKA.
The valuation of Picnic is $1.21B as of Feb 2021.
Picnic operates through Picnic B.V..
The website of Picnic receives about 1.9 million visits a month and ranks #43,603 among all websites worldwide.