Kazidomi tests physical retail with Delhaize
A new collaboration is born in the Belgian retail landscape. Belgian startup Kazidomi is offering its bestsellers in six Delhaize stores and on Delhaize.be.
A test to learn
The principle of the collaboration is simple. A selection was made from the Kazidomi range and it is available in various Delhaize stores in Belgium (AD Incourt, AD Reyers, AD Merbraine, AD Waregem, AD Deinze and AD Grand-Bigard), as well as on the group's online platform (Delhaize.be).
As far as the offer is concerned, a selection had to be made. The startup's range includes nearly 4,000 references and only 57 are present at Delhaize for this test. Obviously, some adjustments will have to be made over time to see which references perform better. Among the products selected are: tomato sauces with no added sugar, legumes with no added salt, pesto, tofu, superfoods, shampoo, toothpaste...
A logical test
The health positioning of both organizations justifies this collaboration.
Emna Everard, Kazidomi's founder, explained: "We were seduced by the authenticity of Delhaize's teams and their desire to contribute to a sustainable project that promotes health. Despite our obvious difference in size, they supported us from the beginning to put us on the front line.” She even confirmed that this test allows Kazidomi to discover physical retail and that they have a lot in common with Delhaize Group.
Indeed, this move is totally coherent for both. Delhaize has been positioning itself on the health axis for quite some time with its actions and promotions (think of the Nutriboost etc.). Moreover, Kazidomi's sustainable ambitions are in line with The Lion's footprint program.
For all parties this is a test that will have to be evaluated after several weeks to determine the success. But it seems that some synergies are already taking place. My little finger tells me that some of the lion's buyers are interested in some of Kazidomi's references for their shelves. To be continued.