Morrisons to launch website with Lakeland partnership

LAKELAND, the Cumbrian kitchenware retailer, has announced a partnership with grocer Morrisons which will see its products sold on Morrisons.com.

The Bradford-based supermarket group will launch a new website in the next few months adding Lakeland’s creative kitchenware to its range as part of its non-food offering through Morrisons.com.

This will be Morrisons’ third fully transactional website, following the launch of MorrisonsCellar.com in November 2012 and the acquisition of baby care retailer Kiddicare.com in 2011.

The link-up is the latest step in Morrisons’ strategy of expanding its non-food business online to allow its supermarkets to remain focused on fresh food. It is initially launching categories that are close to food with its wine and kitchenware offerings.

Dalton Philips, chief executive of Morrisons, said: “We believe the future for retailing many non-food products is online rather than in supermarkets.

“Morrisons customers are used to buying great fresh food and this venture will also ensure they can prepare it with great kitchenware from Morrisons.com. We decided to work with Lakeland because it has spent 50 years selling reliable kitchenware for cooks of all standards.”

Sam Rayner, Lakeland’s managing director, added: “This is a unique opportunity for us to work closely with one of the UK’s leading grocers and we see a lot of opportunity in the links between our respective products and services. We are looking forward to delivering our practical and innovative kitchenware to Morrisons customers.”

Initially, fulfilment of orders will be undertaken by Windermere-based Lakeland but in time it will be done by Morrisons.

Morrisons’ first move into online retailing came with the acquisition of baby superstore, Kiddicare.com, in 2011, and its online wine offering, MorrisonsCellar.com, went live in November 2012.

Morrisons was advised Andy Brian, a solicitor in the corporate and commercial contracts teams of Yorkshire law firm Gordons.