Iceland Swift Finsbury Park

Source: Iceland

The latest Swift store is a stone’s throw from Finsbury Park railway station in north London

Iceland has opened its fifth Swift convenience store, in a 3,000 sq ft former Poundland unit in north London’s Finsbury Park.

It’s the fourth London opening this year of the new convenience format first introduced by Iceland in Newcastle in March 2021.

Swift stores have a more convenience-focused range than Iceland’s core stores, covering fresh, chilled, frozen, food to go, alcohol and tobacco.

The latest store - a stone’s throw from Finsbury Park railway and underground station - features a Tango Blast Ice machine, Paypoint and the National Lottery.

The Grocer revealed in March the convenience proposition was supplied by Bestway, to supplement Iceland’s own predominantly frozen range. It builds on a partnership that saw Bestway-supplied Bargain Booze concessions launched in Iceland’s Food Warehouse stores in 2020.

Iceland Swift Finsbury Park 2

Source: Iceland

The convenience-focused range includes food to go

All five Swift stores also offer on-demand delivery with Uber Eats, as do more than 300 Iceland core stores across the UK.

Plans to offer Uber Eats deliver from Swift stores throughout the UK emerged earlier this year in a document supporting Iceland’s planning application for the first London branch, in Wembley.

Read more: Swift: what is it like inside Iceland’s new convenience store?

The document also provided insight into Iceland’s strategy for the convenience format. “A recent shift in planning policies nationwide has allowed for an increased number of residential units within built-up town and city centre locations,” it said.

Iceland Swift Finsbury Park 3

Source: Iceland

The store also sells newspapers

“Large cities attempting to cope with parking and pollution from traffic require amenities that are local, convenient and cost-sensitive.

“Swift seeks to bridge the gap, providing high-quality, low-cost and healthy options to residents who don’t want to get in their car to buy reasonably priced groceries at those larger supermarkets which are often located ‘out of town’.”

It said the average number of products per basket in Swift was five, and 17% of sales by value were alcohol.