Tourism around Belgium: Expansion in Zeeland and Northern France

Picnic Expands simultaneously in the Netherlands and France. The online supermarket is now available in Middelburg in Zeeland and Lens in the north of France. As a result, the shopping service is increasingly close to the Belgian border.

Picnic pushes boundaries

Picnic, an online shopping service, is now active in every Dutch province. The web supermarket will start in the historic city of Middleburg, which is the first location in Zealand where the company offers groceries. Surrounding municipalities and villages (Vlissingen, Koudekerke, Oost-Souburg, Ritthem, Nieuw en Sint Joosland and Sint Laurens) can order home delivery.

About 3,500 families are currently registered, bringing the total number in the region to over 45,000 families. The picnic begins with ten electric delivery cars and twenty delivery drivers, after which the capacity is gradually increased. One in three families in Middleburg has children. It makes this area a regular tourist destination, “said the co-founder (and brother) Aholt TelhaisCEO Frans Muller) Michiel Muller.

With the arrival of Zeeland, the picnic is moving further in the direction of Belgium. The LSA says the online supermarket is strengthening its presence on the French border. After Lille (Lille) and Valenciennes, The The shopping service is now starting in Lens as well, A city south of Lilly. After the first overseas expansion to Germany in 2018, Picnic has been active in France since 2021.