Two major retailers trial strategic alliance in Liverpool and Midlands

A collaboration between retailers The Range and Deeside-based Iceland Foods is being trialled in Liverpool and the Midlands.

The fast-growing UK retailers have agreed a strategic alliance that will introduce Iceland’s food offer into The Range’s home, garden and leisure stores.

The alliance will initially see the opening of Iceland store-in-stores within three The Range stores in The Midlands and Liverpool: these will carry the complete Iceland Foods range and will be supplied by Iceland, though staffed and operated by The Range.

Plans for a further roll-out of the concept will be confirmed in due course.

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.”

Founder and chairman of The Range, Chris Dawson, said: “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.”