Iceland has lifted the lid on its new format store in Clapham Common as the grocer presses ahead with plans to revamp its estate.

Iceland has lifted the lid on its new format store in Clapham Common as the grocer presses ahead with plans to revamp its estate.

The store, which includes a fresh fascia, is the first in a pipeline of refits as founder and boss Malcolm Walker updates the business.

The Clapham branch has been designed by creative agency Whippet and features more modern, colourful signage, while its ’Power of Frozen’ messaging is also given greater prominence throughout the store.

It also houses a number of new products and services including craft beers, a revamped food-to-go proposition and a self-service Lavazza coffee station.

Iceland merchandising and format development director Neil Hayes said the revamp gave the store “a new lease of life” and would help the frozen food specialist attract new customers.

Walker told Retail Week the business would be learning from Clapham as it refreshes its 860-strong 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.”