La Fourche, a French startup, has navigated a tumultuous seven years, marked by a global pandemic and the rise and fall of venture-backed quick-commerce startups. Despite this, the online grocery retailer has carved out a unique niche for itself.

In conversation with La Fourche’s co-founder and CEO, Nathan Labat, it becomes apparent that the company’s focus is not on competing with the likes of Flink, Getir, Gopuff, and Gorillas. Instead, La Fourche has pursued a distinctive business model, one that has garnered the support of venture capitalists.

La Fourche’s product lineup is characterized by an emphasis on healthy and organic items with extended shelf lives, such as olive oil, diapers, cereals, shampoo, and coffee beans.

Labat categorizes consumer purchasing patterns into three distinct groups: the “quick refill” for immediate needs, the “weekly pattern” for planned shopping, and the “stock-up opportunity” for bulk purchases. La Fourche has positioned itself as a “stock-up company,” catering to customers seeking to replenish their supplies for an extended period.

To achieve this, the company limits its product offerings to a curated selection, ensuring broad coverage without overwhelming customers. Additionally, La Fourche offers its own branded products, further differentiating itself from traditional supermarket chains and their delivery services.

Labat attributes the success of La Fourche to the lack of consumer confidence in traditional supermarkets, which often feature an overwhelming array of options, including unhealthy choices. This phenomenon has contributed to the popularity of food health quality apps like Yuka.

Headed for €100 million in revenue

La Fourche’s business model is built around a yearly membership fee, currently set at approximately €60. In return, customers enjoy free delivery on orders above a certain threshold. This approach is inspired by companies like Costco and Thrive Market, and is reminiscent of Amazon Prime’s membership model.

The subscription-based model fosters brand loyalty, increases retention rates, and potentially boosts average order values. By offering a wide range of products, including diapers, coffee beans, and personal care items, La Fourche provides customers with a convenient, one-stop solution.

Labat notes that subscription models have become increasingly prevalent, and La Fourche is well-positioned to capitalize on this trend. The company’s “one subscription to rule them all” approach has resonated with customers, who appreciate the simplicity and convenience it offers.

The company’s metrics support its strategic decisions. With 120,000 members, La Fourche’s average order value is approximately €120, with customers placing orders once a month or every 45 days.

La Fourche is on track to generate €100 million in gross merchandise volume in 2025. The startup’s unit economics are improving, with EBITDA margins increasing from -15% to -9% last year, and projected to reach -2% this year. Labat aims to achieve the company’s first profitable quarter by the end of 2025.

The company’s scalable business model, which relies heavily on customer referrals, has kept marketing expenses relatively low, at around 5% of revenue. La Fourche’s automated warehouse, built using AutoStore’s technology, has also contributed to its efficient operations.

Notably, 46% of La Fourche’s customers reside in rural areas, demonstrating the company’s ability to serve customers beyond urban centers. As the company looks to expand, it has recently launched its online organic supermarket in Germany under the brand name Ackerherz. If successful, this move could pave the way for further geographic expansions.