Backed by Blossom, Creandum and Index, grocery delivery and dark store startup Dija launches in London

n

On pricing, he says that, like any retail business, Dija buys products at wholesale prices and sells them at recommended retail prices. “Going forward, we have a clear roadmap on how we generate additional revenue, including strategic partnerships, supply chain optimisation and technology enhancements,” adds Menolascina.n

""n

Meanwhile, TechCrunch has learned that prior to launching its own app, Dija ran a number of experiments on takeout marketplace Deliveroo, including selling various convenience store items, such as potato chips and over-the-counter pharmaceuticals. If you’ve ever ordered toiletry products from “Baby & Me Pharmacy” or purchased chocolate sweets from “Valentine’s Vows,” you have likely and unknowingly shopped at Dija. Those brands, and a number of others, all delivered from the same address in South Kensington.n

“Going direct to consumer without properly testing pick & pack is a big risk,” Menolascina told me in a WhatsApp message a few weeks ago, confirming the Deliveroo tests. “We created disposable virtual brands purely to learn what to sell and how to replenish, pick & pack, and deliver”.n”,”protected”:false},”excerpt”:{“rendered”:”

Dija, the London-based grocery delivery startup, is officially launching today and confirming that it raised u00a320 million in seed funding in December — a round that we first reported was partially closed the previous month. Backing the company is Blossom Capital, Creandum and Index Ventures, with Dija seemingly able to raise pre-launch. In fact, there […]n”,”protected”:false},”author”:1180458,”featured_media”:2121155,”comment_status”:”open”,”ping_status”:”closed”,”sticky”:false,”template”:””,”format”:”standard”,”meta”:{“outcome”:””,”status”:””,”crunchbase_tag”:0,”amp_status”:””,”relegenceEntities”:[],”relegenceSubjects”:[],”carmot_uuid”:”dddd4a8e-3d44-3913-993b-c8fd7820d513″},”categories”:[449557100,60523764,576602979,20429,17396],”tags”:[576635378,576830321,1763889,369506,449557042],”crunchbase_tag”:[],”tc_stories_tax”:[],”tc_ec_category”:[],”tc_event”:[],”jetpack_featured_media_url”:”https://techcrunch.com/wp-content/uploads/2021/03/Alberto-Yusuf_founders.png”,”shortlink”:”https://tcrn.ch/2PArYpD”,”rapidData”:{“pt”:””,”pct”:””},”premiumContent”:false,”premiumCutoffPercent”:1,”featured”:false,”subtitle”:””,”seoTitle”:””,”seoDescription”:””,”tc_cb_mapping”:[{“slug”:”blossom-capital”,”cb_name”:”Blossom Capital”,”cb_slug”:”blossom-capital-organization”,”cb_link”:”https://crunchbase.com/organization/blossom-capital”}],”associatedEvent”:null,”event”:null,”authors”:[1180458],”hideFeaturedImage”:false,”_links”:{“self”:[{“href”:”https://techcrunch.com/wp-json/wp/v2/posts/2121027″}],”collection”:[{“href”:”https://techcrunch.com/wp-json/wp/v2/posts”}],”about”:[{“href”:”https://techcrunch.com/wp-json/wp/v2/types/post”}],”replies”:[{“embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/comments?post=2121027″}],”version-history”:[{“count”:20,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/2121027/revisions”}],”predecessor-version”:[{“id”:2121521,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/2121027/revisions/2121521″}],”authors”:[{“embeddable”:true,”href”:”https://techcrunch.com/wp-json/tc/v1/users/1180458″}],”https://techcrunch.com/edit”:[{“href”:”https://techcrunch.com/wp-admin/post.php?post=2121027&action=edit”}],”author”:[{“embeddable”:true,”href”:”https://techcrunch.com/wp-json/tc/v1/users/1180458″}],”wp:featuredmedia”:[{“embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/media/2121155″}],”wp:attachment”:[{“href”:”https://techcrunch.com/wp-json/wp/v2/media?parent=2121027″}],”wp:term”:[{“taxonomy”:”category”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/categories?post=2121027″},{“taxonomy”:”post_tag”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tags?post=2121027″},{“taxonomy”:”_tc_cb_tag_taxonomy”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/crunchbase_tag?post=2121027″},{“taxonomy”:”tc_stories_tax”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tc_stories_tax?post=2121027″},{“taxonomy”:”tc_ec_category”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tc_ec_category?post=2121027″},{“taxonomy”:”tc_event”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tc_event?post=2121027″}],”curies”:[{“name”:”wp”,”href”:”https://api.w.org/{rel}”,”templated”:true}]},”_embedded”:{“authors”:[{“id”:1180458,”name”:”Steve O’Hear”,”url”:””,”description”:””,”link”:”https://techcrunch.com/author/steve-o-hear/”,”slug”:”steve-o-hear”,”avatar_urls”:{“24″:”https://secure.gravatar.com/avatar/95b8a6df6d265cf57a4d89ee4856ea98?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/95b8a6df6d265cf57a4d89ee4856ea98?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/95b8a6df6d265cf57a4d89ee4856ea98?s=96&d=identicon&r=g”},”links”:{“homepage”:”http://www.ohear.net”,”twitter”:”https://twitter.com/sohear”,”linkedin”:”http://www.linkedin.com/in/ohear”,”crunchbase”:”https://www.crunchbase.com/person/steve-ohear”},”position”:”Writer”,”cbDescription”:”

Steve O’Hear is best known as a technology journalist, currently at TechCrunch where he focuses on European startups, companies and products.nn

He first joined TechCrunch in November 2009 as Contributing Editor for TechCrunch Europe, where he worked alongside Editor Mike Butcher to help build TechCrunch’s coverage in Europe.nn

In June 2011, Steve took a break from journalism to co-found the London and Prague-based startup Beepl. In his role as CEO, he helped the company raise its first VC round, along with seeing the Question & Answer site through development, private alpha and a high profile public launch. In November 2012, Beepl was acquired by Brand Embassy.nn

Along with TechCrunch, Steve has written for numerous publications, including ZDNet (where he wrote the well-respected blog ‘The Social Web’), The Guardian, Macworld, TES, Last100 and ReadWriteWeb. He also wrote and directed the critically acclaimed Silicon Valley documentary ‘In Search of the Valley’, which was released in September 2006.nn

In 2002, Steve was made a fellow of the National Endowment for Science, Technology and the Arts. He’s also one half of ProtoBake Labs, an ‘ideas incubator’ he co-founded with Pete Harris.nn

Disclaimer: Steve owns a small amount of cryptocurrency, and doesn’t generally write about crypto currencies. If and when he does, he will always disclose any potential conflict of interest.”,”cbAvatar”:”https://techcrunch.com/wp-content/uploads/2021/01/ejtyu0auvnxnmocnllgn.png.png”,”twitter”:”sohear”,”_links”:{“self”:[{“href”:”https://techcrunch.com/wp-json/tc/v1/users/1180458″}],”collection”:[{“href”:”https://techcrunch.com/wp-json/tc/v1/users”}]}}],”author”:[{“id”:1180458,”name”:”Steve O’Hear”,”url”:””,”description”:””,”link”:”https://techcrunch.com/author/steve-o-hear/”,”slug”:”steve-o-hear”,”avatar_urls”:{“24″:”https://secure.gravatar.com/avatar/95b8a6df6d265cf57a4d89ee4856ea98?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/95b8a6df6d265cf57a4d89ee4856ea98?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/95b8a6df6d265cf57a4d89ee4856ea98?s=96&d=identicon&r=g”},”links”:{“homepage”:”http://www.ohear.net”,”twitter”:”https://twitter.com/sohear”,”linkedin”:”http://www.linkedin.com/in/ohear”,”crunchbase”:”https://www.crunchbase.com/person/steve-ohear”},”position”:”Writer”,”cbDescription”:”

Steve O’Hear is best known as a technology journalist, currently at TechCrunch where he focuses on European startups, companies and products.nn

He first joined TechCrunch in November 2009 as Contributing Editor for TechCrunch Europe, where he worked alongside Editor Mike Butcher to help build TechCrunch’s coverage in Europe.nn

In June 2011, Steve took a break from journalism to co-found the London and Prague-based startup Beepl. In his role as CEO, he helped the company raise its first VC round, along with seeing the Question & Answer site through development, private alpha and a high profile public launch. In November 2012, Beepl was acquired by Brand Embassy.nn

Along with TechCrunch, Steve has written for numerous publications, including ZDNet (where he wrote the well-respected blog ‘The Social Web’), The Guardian, Macworld, TES, Last100 and ReadWriteWeb. He also wrote and directed the critically acclaimed Silicon Valley documentary ‘In Search of the Valley’, which was released in September 2006.nn

In 2002, Steve was made a fellow of the National Endowment for Science, Technology and the Arts. He’s also one half of ProtoBake Labs, an ‘ideas incubator’ he co-founded with Pete Harris.nn

Disclaimer: Steve owns a small amount of cryptocurrency, and doesn’t generally write about crypto currencies. 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