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Total amount raised
$1.9B
Latest funding date
2025-11-21
Location
Picnic has successfully raised funding over 7 rounds, with the latest being a Venture - Series Unknown round. The company is backed by 10 investors, including notable names like EDEKA and NPM Capital.
Keep reading to explore the intricacies of Picnic's fundraising journey and the investors backing this innovative platform.
What Is Picnic?
Picnic is a fast-growing tech company based in Amsterdam, Noord-Holland, The Netherlands. It has developed a mass-market home delivery system for fast-moving consumer goods and operates in multiple industries, including Consumer Goods, Delivery Service, E-Commerce, Grocery, and Retail.
Founded in 2015, Picnic employs between 5,001 and 10,000 people. The company is private and has raised funding across six known rounds totalling over EUR 1.7 billion. Picnic is known for its online supermarket services, offering low prices, free delivery, and fresh products, making grocery shopping convenient and affordable for families.
How Much Funding Has Picnic Raised?
- Series B
- Amount Raised: EUR 100,000,000
- Date: March 2017
- Lead Investors: No single lead disclosed; investors included NPM Capital, De Hoge Dennen, Hoyberg, and Finci
- Valuation at Round: Not publicly disclosed
- Motivation Behind the Round: To scale operations and expand market reach across the Netherlands.
- Series C
- Amount Raised: EUR 200,000,000
- Date: November 2019
- Lead Investors: Not publicly disclosed; participants included Finci, Hoyberg, De Hoge Dennen Capital, and NPM Capital
- Valuation at Round: EUR 800,000,000
- Motivation Behind the Round: To enhance technological capabilities and expand market presence.
- Debt Financing
- Amount Raised: EUR 50,000,000
- Date: November 2019
- Lead Investors: ABN AMRO
- Valuation at Round: Not publicly disclosed
- Motivation Behind the Round: To support operational costs and infrastructure development, including a high-tech distribution centre.
- Series D
- Amount Raised: EUR 600,000,000
- Date: September 2021
- Lead Investors: Bill & Melinda Gates Foundation Trust
- Valuation at Round: Not publicly disclosed
- Motivation Behind the Round: To propel the company's expansion into more European markets, including France and Germany.
- Series E
- Amount Raised: EUR 355,000,000
- Date: January 2024
- Lead Investors: Not publicly disclosed; investors included Edeka and Bill & Melinda Gates Foundation Trust
- Valuation at Round: EUR 3,000,000,000
- Motivation Behind the Round: To expand operations in France and Germany and accelerate robotization and automation.
- Series Unknown (Venture Round)
- Amount Raised: EUR 430,000,000
- Date: November 2025
- Lead Investors: Not publicly disclosed; investors included Edeka, Bill & Melinda Gates Foundation Trust, Hoyberg, and NPM Capital
- Valuation at Round: EUR 3,000,000,000
- Motivation Behind the Round: To accelerate growth in Germany, expand into new regions, and boost AI and automation capabilities.
Total Amount Raised: EUR 1,735,000,000 (approximately USD 1.9B based on disclosed rounds).
Current Valuation: Not publicly disclosed
Key Investors
- EDEKA
- Details: EDEKA is Germany's largest supermarket group, operating a network of independently owned stores across the country. It has participated in multiple funding rounds for Picnic, including the Series E (2024) and the November 2025 venture round.
- Investment Focus Areas: Retail, grocery, supermarket operations.
- Notable Investments: Investments in its own supermarket chain, logistics and supply chain improvements.
- Bill & Melinda Gates Foundation Trust
- Details: The Bill & Melinda Gates Foundation Trust manages endowment assets of the Bill & Melinda Gates Foundation, administered by Cascade Investment. It led Picnic's Series D and has participated in subsequent rounds.
- Investment Focus Areas: Healthcare, education, global development, sustainability.
- Notable Investments: Healthcare companies, educational initiatives, sustainable development projects.
- NPM Capital
- Details: NPM Capital is a private equity firm based in the Netherlands. It has been a significant investor in Picnic since the Series B in 2017 and has participated in the most recent 2025 round.
- Investment Focus Areas: Not publicly disclosed.
- Notable Investments: Not publicly disclosed.
- ABN AMRO
- Details: ABN AMRO is a major Dutch bank that provided debt financing to Picnic in November 2019 to support infrastructure development.
- Investment Focus Areas: Not publicly disclosed.
- Notable Investments: Not publicly disclosed.
- Hoyberg
- Details: Hoyberg is a Dutch investment firm that has been an investor in Picnic since the early Series B round and has continued to participate, including in the November 2025 round.
- Investment Focus Areas: Not publicly disclosed.
- Notable Investments: Not publicly disclosed.
What's Next for Picnic?
Picnic's future looks promising as it continues to expand its operations in France and Germany. With a recent funding boost of €355 million, the company is well-positioned to enhance its robotization and automation efforts, which are crucial for scaling its business efficiently. The growing trend of online grocery shopping and the increasing adoption of digital technologies present significant opportunities for Picnic to capture a larger market share.
As the company aims to achieve €1 billion in annual sales by the end of 2024, future fundraising opportunities are likely. The substantial investments from notable backers like Edeka and the Bill & Melinda Gates Foundation Trust indicate strong investor confidence, which could pave the way for additional funding rounds to support further growth and technological advancements.
However, Picnic will face challenges such as managing the complexities of international expansion and competition from other online supermarkets and traditional grocery stores. Rising food prices and labor issues could also impact profit margins. Despite these hurdles, Picnic's innovative delivery model and focus on sustainability position it well for continued success in the evolving grocery industry.
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