A new-model Iceland store is to be unveiled as the retailer refreshes rather than extends its eponymous estate.

The first new-look Iceland, including a changed fascia, will be the Clapham branch in southwest London. It is scheduled to open next Tuesday, October 11.

Iceland founder and chief executive Malcolm Walker told Retail Week he wants to update the business and will try out new ideas at Clapham.

Malcolm Walker on the revamped store estate

He said: “We’ve put everything in there. That’s not to say everything will work, or can go into all the new refits.”

Walker said there is no need for any more than the 860 Iceland stores already trading, other than possibly in London, where there may still be opportunities for a handful of further locations. 

“We will not be opening any more Iceland stores, but the existing ones we have to modernise,” he added. 

The retailer will instead focus new store openings on its The Food Warehouse fascia, launched in 2014 and now 30-strong.

Walker hopes to trade from many more The Food Warehouses.

Measuring 10,000 sq ft, the shops are twice the size of a typical Iceland and located on retail parks rather than high streets. A 15,000 sq ft store including some general merchandise is also being tried out.

Walker said: “We need to move on. It’s evolution. A lot of the innovation in Iceland is coming through The Food Warehouse.

“They’re bigger, more efficient, lower wages to sales, a lot more profitable. We’re looking to open as many as we can.”

  • Coming soon. Don’t miss our exclusive ‘Legends’ video interview with Malcolm Walker