The Range forms strategic alliance with Iceland

Homeware chain The Range has agreed a strategic alliance with Iceland that will introduce the frozen food retailer’s offer into a selection of The Range’s stores.

The alliance will initially see the opening of Iceland store-in-stores within three of The Range’s stores in The Midlands and Liverpool. These will carry the complete Iceland food range but will be staffed and operated by The Range. Plans for a further roll-out of the concept will be confirmed in due course.

The Range founder and chairman 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.”

Iceland founder and executive chairman Sir Malcolm Walker added: “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 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 bills itself as ‘a destination value and, traditionally, non-food retailer operating throughout the UK with a preference for out –of-town locations’. It trades from 158 stores (averaging 40,000sq ft) offering more than 65,000 products across16 departments including homeware, furniture, lighting, arts & crafts, DIY and garden.

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