Nappies to food: e-retail pioneers launch grocery website

Nappies to food: e-retail pioneers launch grocery website

Kevin and Pia D'Ambros-Smith, early entrants in New Zealand's online retail scene with NappiesDirect, have hatched another venture called Supermarket Online.

The online grocery store, billed as a 'supermarket without the supermarket', only sells dry goods and will offer brands like Nestle, Heinz Wattie’s, Colgate and Huggies and at least 10 others.

Pia D'Ambros-Smith says the venture aims to tap into shopping trends like the shift to local shopping for meat, dairy and vegetables.

"Shoppers are placing more importance on knowing where their produce comes from and care about the quality," she says. "The website is designed to serve the needs of a customer’s ‘stock-up’ shop; those non-perishable items whose purchase is pre-planned and often make up a large part of the grocery bill."

The site groups products according to the room in the house they belong in, while brands are listed alphabetically.

Nappies Direct customers can use the same online cart to shop across both websites, using menu tabs. Supermarket Online ships nationwide.

The couple started Nappies Direct in 2002 and that company now supplies a range of baby products.