Hubbub, the London-based online delivery service backed by LoveFilm founder William Reeve, is aiming to more than double the number of retailers signed up with it by the end of the year.

The service, which currently has 60 independent retailers on board, wants to grow this number to 150 by the end of 2015, joint CEO Reeve told delegates at The Grocer’s Annual Lunch this week.

Hubbub allows shoppers to buy products from indie retailers that are broadly situated in the Zone Two Travelcard area of London. Shoppers make their order online and Hubbub then picks up the products from the retailers, sorts the order and delivers it.

Retailers already signed up include Bottle Apostle, Ginger Pig and Saponara Deli. Reeve said a typical customer basket contained products from five stores. One store involved was generating sales of £100,000 a year through the site, while another was generating over £30,000 a year, Reeve said.

He added that as well as taking on more retailers, he also wanted to improve price competitive - benchmarking against Ocado - and improve its same-day delivery capability.