Deliveroo has expanded its partnership with Screwfix to reach 15 locations since its launch, Retail Week can reveal.

Deliveroo Shopping

Deliveroo Shopping sells products beyond the app’s core food offering

The exclusive tie-up between Deliveroo and Screwfix was first announced in November to coincide with the launch of Deliveroo Shopping, which allows customers to shop a range of non-food categories such as DIY, electricals and beauty.

Delivery of Screwfix products is available to order on the Deliveroo app from Screwfix stores in Kensington, Borehamwood, Colindale, Bayswater, New Southgate, Sutton Brixton, Chessington, Croydon Purley Way, Tooting, Beckenham, Orpington, Charlton, Bromley and Lambeth.

Deliveroo chief operating officer Eric French told Retail Week the group sees “further potential” to expand its ranges in DIY, hardware and tools.

He said: “Our retail journey is only just beginning and we’re really excited about expanding our selection across key target categories such as flowers, DIY, gifting, health and beauty, petcare, baby, homeware and kitchenware.

“This is where on-demand delivery makes all the difference and where there’s increasing customer demand.

“We’re also continuing to innovate and evolve the shopping experience within the app, including developing the search and browsing functionality and using machine learning to provide curated, personalised selection to customers.”

He added the launch of Deliveroo Shopping was driven by customers searching for “thousands of non-food items” on the app, despite only food originally being available.

A few months on from the launch, French said categories where there is the strongest customer demand include “pharmacy, beauty, flowers, skincare and gifting” and as a result, it has launched a new send-a-gift feature in the app.

Deliveroo teamed up with Ann Summers around Valentine’s Day, which saw 15 of the most popular Ann Summers products available for delivery in as little as 20 minutes.

“We know there are key seasonal moments that drive retail spending, so we’re absolutely looking to respond to those and maximise choice and selection for our customers,” French said.

“During the back-to-school period, we expect to see a spike in demand for educational supplies, like notebooks, lunch boxes as well as tech gadgets like headphones.

“We’ve also got some fantastic local florists on the app and flower delivery proved really popular around Valentine’s Day, so we’re planning for key seasonal moments like Mother’s Day.”