Ocado Plans To Launch A Series Of Ecommerce Sites

Food delivery firm Ocado plans to launch a series of targeted ecommerce sites  as part of a plan to broaden its appeal.

The first to launch will be a transactional pet products web site called Fetch next month. That will be followed by dedicated baby, toys, kitchen and homewares, health and beauty, and gardening sites.

The retailer has been increasing its ranges in these areas ahead of the site launches which are being led by non-food director James Matthews.  It hopes product ranges the new sites will be large enough to rival out-of-town 'category-killing,' specialist stores. 

Fetch will launch with 5,000 product lines and has hired qualified staff to provide specialist knowledge and veterinary information, according to trade magazine Retail Week's web site. Customers can chose to have their orders delivered with their Ocado shopping or separately.

Ocado recently announced a partnership deal with Morrisons which drew criticism from its long-term supplier Waitrose.