Costcutter has signed an agreement with JML to sell its innovative household goods in stores.

The tie-up allows retailers from the group’s Kwiksave, Costcutter and MyCostcutter brands to choose from JML’s huge catalogue of products including items from the Doktor Power cleaning range and award-winning Ped Egg.

Products will be delivered directly to Costcutter stores which will also benefit from JML’s £16m annual advertising spend including its TV adverts which are seen in more than 25 million homes each year.

“We are always looking for new and innovative ways of helping our retailers to drive increased sales and profits for their businesses,” Costcutter trading manager Richard Nicholson said. “This partnership is the latest initiative which gives our retailers the opportunity to source a wide range of new products in a growing category.”