Deliveroo is making more than 1,000 gifting products – ranging from jewellery and stationery to clothing and games – available for delivery in as little as 25 minutes through a new partnership with Not On The High Street.
Not On The High Street, an online retailer offering gifts and “lifestyle essentials” from more than 5,500 UK small brands, will be offering products from an initial 15 independent brands on the Deliveroo app, with plans to add more as the partnership progresses.
Among the brands listing on launch are jeweller Hurleyburley, lifestyle boutique Heliotique, and British-Ghanaian fabrics business FLO London. Many will be offering the option to personalise products – a first for the platform.
“We are passionate about helping small independent businesses grow and reach new customers. That’s why we’re excited to partner with Not On The High Street, who expertly curate the best of small brands, making them the perfect partner,” said Eric French, chief operating officer at Deliveroo.
Deliveroo launched its non-food retail offer – Deliveroo Shopping – in November, allowing consumers to “seamlessly order a range of retail products, from electronics to petfood and flowers to toys”.
The company said it would “dramatically expand” the selection of non-takeaway or grocery items offered, covering categories including pharmacy, DIY, homeware, toys and petcare.
“More and more people are turning to small businesses and independents for special gifts, and our customers will now be able to do just that on demand. We are excited by the continued expansion of Deliveroo Shopping, and this latest collaboration shows how we are bringing more of the UK’s most-loved brands to our customers’ doors,” French added.
Since the launch of Deliveroo Shopping, the aggregator app has partnered with Screwfix, offering an initial range of 500 products, B&Q, and Ann Summers to offer consumers a range of sexual wellness products for delivery “in minutes” via its rapid delivery service Deliveroo Hop. A partnership with The Perfume Shop is due to launch in the coming months.
“At Not On The High Street, we are dedicated to championing small brands and connecting customers with the range of high-quality, distinctive and thoughtful products that they offer,” said Leanne Rothwell, CEO at Not On The High Street. “Not only does this collaboration with Deliveroo offer an incredible opportunity for our small brand partners to reach a wider audience, but it allows customers to find something special to mark any occasion, even at the very last minute.”
Maawura Totoe, founder of FLO London, said partnering with Deliveroo through Not on the High Street “presents an exciting opportunity to reach a broader audience, many of whom might not have encountered our brand before”.
“It’s a fantastic way to share our cherished designs and fabrics, along with the heartfelt messages behind them. This collaboration not only helps us grow our business but also brings our love for bold fashion to more people than ever before,” Totoe added.
After their move into grocery through the pandemic, several courier apps and rapid grocers have started offering non-food items and partnering with non-grocery retailers. Deliveroo in 2022 partnered with WH Smith and Boots, while rapid grocer Zapp stocks high-value items from LVMH and Apple.
Deliveroo rival Just Eat last year gave users the option to shop for Lego on the platform, as part of a trial with Asda and the Lego Group. In March, Just Eat also began a play in health & beauty through a partnership with independent UK chain Pyramid Pharmacy. It sees a broad range of items, including perfume, make-up, first aid essentials and flu remedies, listed on the app. In May it partnered with prescription glasses retailer Pop to enable customers to order prescription, ready-to-wear eyewear in under 30 minutes from a planned 30 stores by the end of this year.
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