iceland in the range

All three store concepts feature Iceland’s latest look, swapping bright colours for greys and dark reds

The first Iceland ‘store within a store’ concepts have opened in branches of home and garden chain The Range, in an alliance that was announced in August.

The first three opened last week, including one in a brand-new branch of The Range on Liverpool’s Edge Lane.

The other two are in existing branches in the Birmingham area, in Willenhall and West Bromwich.

Read more: Iceland introduces programme of lower-cost refurbishments

All three feature Iceland’s latest look, swapping bright colours for greys and dark reds. The style was introduced with a concept Iceland store in Clapham, London, in 2016 and has since been rolled out to over 70 branches.

The three new outlets sell Iceland’s complete food range and are staffed and operated by The Range, which has 158 branches throughout the UK.

“Our recently announced strategic alliance with Iceland has now successfully launched,” said The Range CEO Nigel Oddy.

“We are delighted to report that initial results are extremely positive. Our customers are proving very happy with the offering and enjoying the benefits of the food and non-food offerings all available under one roof.”

Founded in 1989 as a market stall in Plymouth, where its head office is located today, The Range sells more than 65,000 products across 16 departments, including homewares, DIY and garden equipment.

The chain favours out-of-town locations and has an average store size of 40,000 sq ft.