Dija, the London-based grocery delivery startup backed by Blossom Capital, Creandum and Index Ventures, has obtained Cambridge, U.K.-based Genie, in what looks in part like an acqui-hire.

The deal, for which terms remain undisclosed, will see Genie creators Tim Chan and Callum MacBeth join the Dija team and likewise includes business possessions. Having actually introduced Genie in Cambridge, a U.K. city understood for its university, they’ll be tasked with supporting Dija’s development beyond London.

Founded by Alberto Menolascina and Yusuf Saban, who both spent a variety of years at Deliveroo in senior positions, Dija launched in London earlier this month and is just among a host of European start-ups that assure to deliver grocery and other corner store products on-demand. They do this by constructing out their own hyper-local, delivery-only fulfilment centres– so-called “dark shops”– and recruiting their own delivery workers. This full-stack or vertical method and the presence it supplies is then expected to produce sufficient supply chain and logistics effectiveness to make the system economics work, although that part is far from shown.

Other dark store operators include Berlin’s Flink, which has raised $52 million in seed financingin a mixture of equity and financial obligation, and Berlin HQ ‘d Gorillas, which has actually raised $44 million in Series A funding and just recently expanded to Londonin addition to Germany and Netherlands. Operating in London are Weezy, Getir, and Zapp, with Jiffy anticipated to launch quickly. The U.S. unicorn goPuff is likewise apparently aiming to expand into Europe and has actually heldspeak to invest or get in the U.K.’s Fancy.

Dija presently has four warehouse hubs operating in South Kensington, Fulham, Islington and Hackney that deliver groceries and other benefit products within a declared 10 minutes. It prepares to open 20 more centers, covering central London and Zone 2, by the summertime. Each hub carries around 2,000 products, declaring to be sold at “suggested market prices”. A flat delivery charge of ₤ 1.99 is charged per order.

In a declaration, Dija co-founder and CEO Alberto Menolascina stated: “Our ambitions aren’t restricted to inside the M25. I’m happy that Tim and Callum are joining the Dija family to make sure more people can access this efficient and reliable service throughout the UK and Europe.”

Adds Genie co-founder and CEO Tim Chan: “We’re thrilled to join forces with the group at Dija and continue our shared objective to bring everyday products to your door in a matter of minutes. For our existing customer base this offer indicates access to more products, better rates and even much faster shipment times. We have actually had a significant reaction in Cambridge so far, and eagerly anticipate bringing Dija to many more regions throughout the U.K. in the coming months.”

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.