Iceland partners with home and garden chain 'The Range' and is set to roll out shop-in-shop concessions in its stores.
Iceland and The Range: 'a strategic alliance'
Iceland has entered a strategic partnership with value-focused home and garden chain The Range and is set to launch shop-in-shop Iceland concessions in its stores.
The frozen food specialist will initially open concessions in three of The Range’s stores across Liverpool and the Midlands. The stores will stock Iceland's complete food range. If successful, Iceland concessions will be rolled out to The Range’s full estate, consisting of 158 stores.
The move will help to drive sales for Iceland and attract new shoppers through store presence in new locations.
The contrasting ranges of the two businesses will work to complement each other, providing a one-stop-shop for customers, with a total of 80,000 different products available under one roof.
Value at the heart
The two businesses, Iceland and The Range, have a strong value focus. Iceland claims that this is what makes the two chains ‘natural partners’.
Iceland Founder & Executive Chairman, Sir Malcolm Walker commented on the partnership, "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".
The partnership follows the retailers recently announced positive sales growth, driven by the expansion of its Food Warehouse banner.
Want to know more?
Discover more about latest Iceland developments on the retailer homepage here.