Webvan to de-emphasize groceries

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Webvan is getting rid of the groceries in its logo. In a move toward positioning itself as a premier delivery system for the Web, the e-commerce site, which began as an online grocer, has adopted a new logo designed around the letter "W." "We need to be positioned for the future," a spokeswoman said. Webvan's warehouses have capacity for 50,000 stock-keeping units and currently only have 20,000. Webvan has experimented this summer delivering Fourth of July T-shirts and apparel for Old Navy and also is moving into selling toys. Advertising backing the shift is planned for February. Publicis & Hal Riney, San Francisco, handles.

Copyright November 2000, Crain Communications Inc.

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