Iceland Foods and The Range discount chain have entered into a strategic alliance that will introduce Iceland’s food offer into The Range’s home, garden and leisure stores.
The alliance will see Iceland store-in-store formats opened within three of The Range’s outlets in The Midlands and Liverpool.
The new sites will stock the complete Iceland Foods range and will be supplied by Iceland. However, the stores themselves will be staffed and operated by The Range.
The two retailers also said plans for a further roll-out of the concept will be confirmed at a later date.
Iceland founder and executive chairman Sir Malcolm Walker said: “The ethos of The Range – ‘to bring our customers great quality products at the most competitive prices’ – is absolutely identical to Iceland’s, so I feel that we make natural partners in this new alliance.
“We look forward to working with Chris Dawson and his team to make our unique food range available to more customers in a new type of location, where we hope that we can extend our appeal by reaching people who have not shopped at Iceland before.”
The Range founder and chairman Chris Dawson added: “This Alliance is so exciting. The Range’s massive non-food offering under the same roof as Iceland’s unique food offering will provide customers with a ‘one stop shop’ and access to over 80,000 different products under one roof. I think our customers will be surprised and delighted to view the extent and quality of Iceland’s food range.”