Morrisons is piloting an expanded homewares range in the Thornbury store near to its headquarters in Yorkshire under the name Your Home.
The grocer has introduced a new layout for the range and added more products that are complementary to its food offer, such as kitchen utensils, cookware and related seasonal items. It has also created a recipe book section called Fresh Ideas. Your Home will be rolled out if successful.
Morrisons has a much smaller non-food offer than its big grocery rivals, and new chief executive Dalton Philips has been assessing the business since he joined in March to decide which categories it should invest in more actively.
Alongside non-food, he will also decide on potential strategies such as online shopping and convenience stores.
A Morrisons spokeswoman said: “Food is our priority and the homewares range is complementary, but we are trialling a few new products and will see how they work then hopefully roll them out.”
Competitors Tesco, Asda and Sainsbury’s are investing heavily in non-food online and in stores. Asda said at the start of this year that it wanted to be the biggest non-food retailer in the UK within five years.
The initiative follows Morrisons trial opening of a concession for value fashion retailer Peacocks in its Idle shop in Bradford. The concessions will be rolled out if successful.