Swift 1

Source: Iceland

The new Swift store is on Wembley High Road, in a unit previously occupied by rent-to-own company BrightHouse

Iceland has opened the second of its new-format ‘Swift’ convenience stores, in Wembley, north-west London.

It is to be followed by three more within the M25 as Iceland expands the concept it launched a year ago as a single-store pilot in Newcastle.

“Our trial of the convenience format continues,” said Iceland MD Richard Walker. “Swift stores offer a convenience store layout, with an enhanced range of chilled food and ambient grocery and a condensed frozen range.

“We are exploring three additional Swift store openings to widen our trial, all inside the M25, and look forward to seeing how customers respond to our ‘fast, fresh, local’ proposition.”

The new Swift store is on Wembley High Road, in a unit previously occupied by rent-to-own company BrightHouse.

Documents supporting the planning application to Brent Council reveal it will offer delivery in as little as 10 minutes via Uber Eats – also Iceland’s partner for rapid delivery from hundreds of supermarkets – and that the same is planned across the country as Swift grows.

“Swift Stores Limited shall be partnering with third party delivery specialist Uber Eats to provide an online grocery market place for our convenience stores throughout the United Kingdom,” the document says.

Swift 2

Source: Iceland

The store offers a full grocery range plus food to go, alcohol and tobacco

“Online marketplaces provided by Uber Eats and other such companies are to become the ‘norm’ and it is something that Swift see as a necessary customer offering to provide our customers with the full convenience operating model of the future.”

Like the first Swift store, the new one offers a full grocery range plus food to go, coffee from a Costa Express machine, alcohol and tobacco.

The planning documents also reveal the average number of products per basket in Swift is five, and that 17% of sales by value are alcohol.

On why Wembley was chosen, the document says: “A recent shift in planning policies nationwide has allowed for an increased number of residential units within built-up town and city centre locations.

“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’.”

Swift 3

Source: Iceland

Walker with the team at the new store