Fancy, a platform to buy grocery essentials, has been snapped up by American firm Gopuff. 

The UK start-up delivers essential items from its micro-fulfilment centres ‘at grocery store prices in a matter of minutes’.  

It currently operates multiple micro-fulfilment centres across Newcastle, Leeds, Liverpool, Manchester, Bristol, and Birmingham with upcoming launches in London, Sheffield, and Nottingham, among others. 

“At Gopuff, we have been consistently focused on responsible growth, strategically establishing the physical infrastructure and footprint needed to bring Instant Needs to new geographies and customers,” said Daniel Folkman, Gopuff SVP of Business.  

“Acquiring Fancy is an important first step as we accelerate expansion in the UK and Europe and quickly accelerate our investment in the international market.” 

Gopuff plans to expand the UK-based team while working with Fancy to leverage Gopuff technology and expertise to further improve the customer experience. 

Fancy came through Silicon Valley’s Y Combinator scheme last year. 

“We have been inspired by Gopuff’s innovation and expertise in our industry and appreciated their insights in and support of our company as we’ve sought to expand to new markets in the UK,” said Arnie Englander, Fancy CEO. 

We are delighted to formally join forces with them through this transaction, which gives Fancy increased access to the Instant Needs category leader’s operational capabilities, deep bench of talented personnel, and infrastructure to fully execute our vision of delivering convenience across the UK.”