German grocer Edeka has expanded its online store to include non-food items as it seeks to broaden its product range.
The retailer is offering 8,000 non-food items under Edeka Südwest’s cash-and-carry banner, which is called E C+C großmarkt.
The product range at edeka-gastroshop.de includes glass, porcelain, kitchen appliances and furniture.
The ecommce website sells more products than bricks-and-mortar stores and the range is set to grow in the future.
Products will be delivered throughout Germany by the suppliers.
Edeka Südwest is also launching a click-and-collect service in around 20 store to allow the collection of online orders in-store.
Brands being sold on the site include WMF, Schott Zwiesel, Villeroy & Boch and Kahla.
The edeka-gastroshop.de website was already selling groceries prior to the introduction of general merchandise ranges.
Edeka’s Südwest regional division has a reputation for being a pioneer when it comes to ecommerce. It already has a nationwide Edeka24.de online grocery service and has also been piloting click-and-collect.
Edeka is in the process of attempting to buy Kaiser Tengelmann, but Germany’s antitrust authority Bundeskartellamt has forbidden the acquisition.
In an effort to circumvent the decision, both Edeka and Kaiser have asked the German Federal Ministry of Economic Affairs and Energy to approve the merger despite Bundeskartellamt’s objections.