Loblaw expanding assortment of offerings on websites

Loblaw Companies Ltd. is launching an online marketplace featuring toys and furniture from new vendors, as Canada’s largest retailer seeks to be more like Amazon.com Inc. or Walmart Inc. in the home delivery of a multitude of products.

“Through this expanded PC Express offering, we will provide (customers) with a curated, edited assortment of products that complement their current shop, from some exciting new vendors,” Garry Senecal, Loblaw’s chief customer officer, said in a statement.

The new offerings include products by Canadian design and decor firm Umbra and Lennox Furniture Inc. and other products from baby-care to pets that the grocery and pharmacy chain owner hasn’t traditionally stocked in a bid to boost complementary sales, it said in a statement Thursday.

“For example, as new parents prepare for a baby with diapers and formula, they would probably find it very convenient to be able to order blankets, wash cloths or even a crib through us,” Hesham Fahmy, vice-president of Loblaw Digital, said in the statement.

At launch, new third-party companies will be introduced in five expanded categories and new products will continue to roll out, the company said.

Loblaw bought Las Vegas-based tech firm PF Tech this year to help integrate its online marketplace with its delivery service PC Express. The retailer is betting on the expansion of business as online shopping and home delivery become the new normal with giants such as Amazon, much like printed catalogues heralded the consumer age a century ago.

The expanded goods range “curated” from other retailers will be available online through the Loblaws, Real Canadian Superstore and Atlantic Superstore banners, the company said.