Metro Group has acquired a 15% stake in German convenience multichannel start-up, Emmas Enkel. Metro Group will support business processes and further growth of the chain across Germany. The Emma Enkel chain will be also offer Real private label lines. Emmas Enkel is a Düsseldorf-based multichannel chain, combining convenience and online. The business was founded in 2011, and currently operates two stores in Düsseldorf and Essen. The network offers 3,500 SKUs.

The business model allows customers to collect their  purchases at the store or have them delivered to their homes by the food delivery service in the metropolitan areas of Düsseldorf, Essen or the entire Ruhr Region on the same day. It also allows placement of orders using smartphones.

Source: www.kantarretailiq.com