old

Home and leisure goods retailer The Range is to add frozen food to its offer after forming an alliance with retail giant Iceland.

 

The privately-owned out-of-town retailer will open three pilot Iceland stores within existing The Range units, it was reported by the Mail on Sunday, quoting both parties.


The Iceland shops will not be concessions, and will be staffed instead by The Range employees. Iceland hopes the move will help it attract a new customer base and The Range is keen to take on general merchandise retailers such as B&M, which has also recently bolstered its chilled and frozen food offer.


The Range, which carries a substantial furniture offer, will roll out further Iceland shop-in-shops across its estate if the pilot is successful.


Founded by Chris Dawson, who transferred his entire shareholding to his wife Sarah in March 2017, The Range booked net income of £54.8 million on sales of £761.3 million in 2016–17, its latest available accounts.