{"id":69525,"date":"2022-12-27T11:49:56","date_gmt":"2022-12-27T10:49:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=69525"},"modified":"2022-12-27T12:54:43","modified_gmt":"2022-12-27T11:54:43","slug":"pieter-pot-moest-reorganiseren-en-herfocussen-in-2022","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/pieter-pot-moest-reorganiseren-en-herfocussen-in-2022\/","title":{"rendered":"Pieter Pot moest reorganiseren en herfocussen in 2022"},"content":{"rendered":"\n

Zelfs voor verpakkingsvrije e-commercester Pieter Pot<\/strong> pakte 2022 anders uit dan verwacht. Net als elders in de sector, was het uit met de gratis groei. Investeerders eisten plots winst, en dat kostte de start-up aardig wat.<\/p>\n\n\n\n

Lesje in bescheidenheid<\/h2>\n\n\n\n

De vertraging in e-commerce na de coronapandemie trof ook de verpakkingsvrije onlinesupermarkt Pieter Pot. Daar was de snelrijzende ster niet op voorzien: de onderneming had verwacht in 2022 zowel het aantal klanten in Nederland als de omzet te verdubbelen (van een naar twee miljoen euro per maand) en vers groeigeld op te halen om internationaal uit te breiden<\/a>.<\/p>\n\n\n\n

\u201cZo rond mei\u201d moest de websupermarkt daarentegen \u201ctientallen mensen\u201d ontslaan<\/a>, vertelt CEO Jouri Schoemaker aan De Ondernemer. De klantenwachtlijst die Pieter Pot als \u201ceindeloos\u201d en vanzelfsprekend was gaan beschouwen, smolt als sneeuw voor de zon. Het verhaal van \u201cde automatische aanwas\u201d was uit.<\/p>\n\n\n\n

De markt is gekrompen<\/h2>\n\n\n\n

Tegelijk stelden investeerders nieuwe eisen: waar vroeger groei tegen elke prijs het credo was, vroegen geldschieters nu winst – en snel een beetje. Voor eind 2023 moet Pieter Pot break-even draaien, maar dat zou niet lukken zonder reorganisatie en bijkomende financiering. Bij de bestaande investeerders heeft Schoemaker in alle stilte 2,2 miljoen euro extra bijgetankt, gekoppeld aan concrete financi\u00eble doelstellingen.<\/p>\n\n\n\n

Al wordt die winstgevendheid vandaag nog een grotere uitdaging: Schoemaker denkt dat de markt nog wel groot genoeg is, maar door de hoge inflatie is het moeilijker geworden om nieuwe consumenten met het duurzame \u2013 en dus iets duurdere \u2013 concept te bereiken. \u201cDe grootte van de doelgroep\u201d is gekrompen, aldus de medeoprichter.<\/p>\n\n\n\n

Door het aanbod te verbreden, moet winst nu toch in zicht komen. Zo was de start van de samenwerking met Kraft Heinz<\/strong> in 2022 een belangrijke mijlpaal<\/a>. Komend jaar moeten er ook onder meer gekoelde producten bijkomen en wil Pieter Pot inzetten op gebruiksgemak.<\/p>\n","protected":false},"excerpt":{"rendered":"

Voor Pieter Pot pakte 2022 anders uit dan verwacht. Investeerders eisten winst, en dat kostte de start-up aardig wat.<\/p>\n","protected":false},"author":5,"featured_media":57285,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[499],"topic":[88],"region":[113],"class_list":["post-69525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-pieter-pot","topic-bedrijfsresultaten","region-nederland"],"acf":[],"yoast_head":"\nPieter Pot moest reorganiseren en herfocussen in 2022 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Voor Pieter Pot pakte 2022 anders uit dan verwacht. 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