Discount retail chain The Range signs deal to start selling Iceland frozen food in its stores
- The home and garden furniture firm will open Iceland stores inside three shops
- The in-store Icelands will be run by staff employed by The Range
- CEO Chris Dawson says the tie-up will create a ‘one-stop shop’ for customers
Discount retail chain The Range has signed a deal to sell Iceland frozen food in its stores.
The home and garden furniture company – founded by market trader turned retail magnate Chris Dawson – will open Iceland stores inside three of its own shops and there is the option to roll out more in the future.
The in-store Icelands will be run by staff employed by The Range.
Discount retail chain The Range will open Iceland stores inside three of its own shops and there is the option to roll out more in the future
Adding food to stores is the latest expansion move by Dawson, the self-styled Del Boy of the retail industry, who said the tie-up would create a ‘one-stop shop’ for customers.
The deal could help Iceland, which has more than 900 outlets across the UK, to combat slower growth over the past six months.
The grocer’s founder and executive chairman Sir Malcolm Walker said he hoped the move would help its food to reach ‘people who have not shopped at Iceland before’.
B&M, another discount chain, also recently launched frozen and chilled food in its stores.
Earlier this year, it was reported that The Range was eyeing a stock market float that could value it at close to £2 billion.
Dawson founded the Plymouth-based chain in 1989 and has expanded it to more than 150 stores nationwide, building a £1.75 billion fortune in the process.
He left school without any qualifications and was unable to read or write.
The company appears to have dodged the woes suffered by retailers with large stores such as Toys R Us and sales are continuing to rise.
Dawson paid himself a £100 million dividend last year.