Iceland is poised to burst back into non-food retailing with a raft of new online ventures starting with white goods.
Iceland has signed a partnership with white goods etailer DRL, which owns Appliances Online, to launch the offer later this summer, Retail-Week.com can reveal.
DRL will fulfill orders from an Iceland-branded site selling washing machines, fridge freezers and cookers.
Iceland pulled back from non-food retailing in 2009 when chief executive Malcolm Walker opted to shut down its in-store electricals showrooms and use the space on its core grocery offer.
But director of delivered sales John Mackie told Retail Week its grocery trial, which launched in May, has allowed Iceland to explore non-food opportunities free from space constraints.
He said: “DRL provide an excellent service and have led the way in social media. We are limited with space in store and we need it for food so this is a great option.”
Mackie said the tie-up would allow Iceland shoppers to access DRL’s raft of services including installation and next day delivery.
Iceland is in talks with further non-food specialists but further categories have not been confirmed. In 2011, when the grocer was up for sale, consultancy OC&C recommended expansion into televisions, toys, lingerie and homewares but Mackie said this had not informed current strategy.
Mackie said the response to its grocery trial, which is open to customers in the North West, North East, London and the South West fulfilled from 25 stores, had received a “phenomenal” response.