Our Story
The idea for Roulette started as a simple conversation between five food loving friends. What if grocery shopping could be easier, more stylish, and, dare we say...exciting?
From that spark, we set out to reinvent an everyday household essential, challenging the status quo and bringing something fresh to the streets.
We’ve explored materials, perfected the balance between great style and functional design and made sure every detail, from smooth rolling wheels to food smart compartments, enhances your shopping experience.
We know you'll love you love it. So... come roll with us!
The Roulette Team
Roulette was born out of our shared passion for good food & great people
WHAT WE ROLL FOR
Intentional design
We create with intention. Our Roulette is here both to make your grocery shopping easier and to make you look damn good while doing so. We have obsessed over each detail.
Food celebration
This whole adventure was started for the recipe explorers, the market lovers and the weekend wanderers. Those who know how to spot the best tomato, and want to bring it home unbruised.
The Roulette Family
We're on your side: keeping our loyal customers happy is our top priority and number one goal. We want a smile on your face and a roll in your step, always!
Frequently asked questions
When was Roulette founded?
We started Roulette in Summer 2024, after a catastrophic shopping session in London.
Where is Roulette based?
London & New York, with our heart in Brussels.
Are you hiring?
We post all of our open roles on Linkedin! Don't see what you're looking for? Send us a note to info@roulettecarts.com
Jam or cream first?
Obviously the cream. We aren't animals.
