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Deliveroo launches virtual store concept with Ann Summers and Maplin

Deliveroo has launched a new virtual store concept for retailers which has included Ann Summers and Maplin Electronics taking fully branded storefronts. Both brands’ virtual stores…

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Deliveroo launches virtual store concept with Ann Summers and Maplin

1 May, 2025 | by Angela Beevers

Deliveroo has launched a new virtual store concept for retailers which has included Ann Summers and Maplin Electronics taking fully branded storefronts.

Both brands’ virtual stores are now available in London and Cambridge with fulfilment and rapid delivery offered via Deliveroo HOP.

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Ann Summers and Maplin will be increasing the number of items available for purchase to build a fuller on-demand offering. Just some of the products currently available include a digital camera, smart home products and chargers from Maplin Electronics and a selection of items from Ann Summers’ Self Love range.

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.”