Supermarket chain Iceland is set to open outlets in UK’s home and garden retailer, The Range, according to a press release.
The ‘strategic alliance’ between the companies will kick off with the launch of three Iceland ‘store-in-store’ outlets in The Range stores in The Midlands and Liverpool.
The stores will be staffed and operated by The Range and Iceland’s entire range of food will be available.
A “Natural” Partnership
Iceland’s founder and executive chairman, Sir Malcolm Walker called The Range a “natural partner" as both companies share the common goal of providing customers the best quality products at “competitive prices”.
Walker added that a new location like The Range will help the company “extend its appeal by reaching out to people who have not shopped at Iceland”.
According to Chris Dawson, the founder and chairman of The Range, the move will offer customers a “one stop shop” experience and “access to eighty-thousand different products.”
Iceland earned the top spot in the supermarket category in July’s UK Customer Satisfaction Survey, by the Institute of Customer Service.
The Store-In-Store Strategy
The concept is a tried and tested formula that retailers have experimented with, and the popularity of Argos in Sainsbury's is an example.
In 2015, Argos partnered with Sainsbury’s to open digital format stores within ten of its supermarkets.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
