DELIVEROO ANNOUNCES NEW VIRTUAL STORE CONCEPT WITH MAPLIN ELECTRONICS AND ANN SUMMERS, AS PART OF THEIR EXPANDING RETAIL OFFERING

London, 30th April 2025: Today Deliveroo announces the launch of a new virtual store concept for retailers, powered by its network of industry leading, on-demand delivery-only stores, Deliveroo HOP.

Retailers can now create fully-branded virtual storefronts within the Deliveroo app to offer customers an elevated consumer experience. Meanwhile, all products will be housed and delivered from Deliveroo HOP stores, offering rapid deliveries.

Maplin Electronics, the online retailer of electronic goods, and Ann Summers, a sexual pleasure brand, are the first to partner with Deliveroo to offer a virtual store, available to customers in London and Cambridge.

Both of these brands are currently available through Deliveroo HOP, but will be increasing the number of items available for purchase to build a fuller on-demand offering facilitated by their own virtual store front. Product highlights include a digital camera, smart home products and chargers from Maplin Electronics, while Ann Summers will be introducing a wider selection of products, including some from their Self Love range.

This launch brings a number of new benefits to retail partners. Partners will have more flexibility to build a brand specific range, improve their discoverability on the app and enhance customers’ brand experience by enabling tailored shopping journeys that reflect each brand’s identity and purpose. Through the virtual store fronts brands will also be able to increase their reach, serving customers where they lack a physical store, through Deliveroo’s delivery-only Hop stores.

Suzy McClintock, VP of New Verticals at Deliveroo, said: “We’re delighted to bring virtual storefronts to Deliveroo HOP, a huge step forward in elevating the way retailers can engage with customers through the app. Our virtual storefronts offer retailers a personalised digital extension to their physical stores or existing online channels, meaning customers receive a bespoke experience and continue to benefit from our rapid delivery times.”

“Virtual storefronts are our latest retail innovation as we continue to expand our offer in this area, with more selection and an enhanced experience for brands and consumers alike.”

Ollie Marshall, Managing Director, Maplin Electronics, said: *"Since the closure of Maplin Electronic’s high street stores, we’ve been committed to reimagining how we serve our customers, especially in those urgent 'need it now' moments, whether it’s replacing a charger, fixing a cable issue, or grabbing a last minute tech essential. Our goal is to be the most convenient electronics brand in the UK, and launching a Maplin Electronic storefront powered by Deliveroo Hop is a major milestone in delivering on that promise.

We've put our best selling tech just minutes away from our customers' doorsteps, all at the great value and competitive prices people expect from us. This is a natural step in our broader strategy to be wherever our customers need us — online, mobile, and now, on demand."

A spokesperson at Ann Summers, said: “Launching our virtual storefront on Deliveroo Hop is an exciting step in making Ann Summers even more accessible and responsive to our customers' needs. This collaboration marks a bold and exciting step forward for the accessibility of sexual pleasure in today's climate. We are proud to deliver convenience, confidence, and empowerment directly to our customer, faster than ever before.”*

Deliveroo HOP is Deliveroo’s rapid grocery and retail delivery service, offering customers a fast and convenient way to get everyday essentials, groceries, and retail products delivered on demand - with a wide range of items brought to your door in minutes. This service is currently available in London, Manchester, Brighton, Bristol and Cambridge.

ENDS