Morrisons is planning to move further into non-food this year with the launch of 500 new lines.
The chain had chosen not to offer an extensive non-food range like its rivals, but CEO Marc Bolland said the 500 lines would be added to "complement" Morrisons' food offer.
The range would be launched in the second and third quarters with lines including saucepans, cutlery, frying pans and cooking utensils. A number of products had already been rolled out in the past quarter and sales were enjoying "healthy growth", said Bolland.
"We want to focus on food particularly, but at the same time we want to make sure that our existing non-food space works harder for us."
The new lines are likely to include a number of products under the retailer's premium range The Best. Morrisons has recently trademarked the name under a number of new non-food classifications including cleaning products, cutlery, pillows, household and kitchen utensils, and textiles such as bed linen and towels.
Bolland has also revealed he had not ruled out launching an online service. "We are led by opportunity," he said. "But the biggest opportunity is to move Morrisons from national to nationwide. One third of the country is not served by Morrisons and the first part of this journey is to get people into stores to understand the concept of Morrisons.
"The internet is an opportunity, but once we have got people into our stores, we will then take it a step further and look at the internet. It is not a matter of time, it is a matter of having the right model and offer."
Morrisons is currently the only supermarket in the big four to not offer an online service.
Last week, the chain reported like-for-like growth of 7.9% for the year to 1 February. Pre-tax profit rose 7% to £655m on sales up 12% to £14.5bn. It currently has 382 stores but has identified more than 100 new locations for potential growth.
The chain had chosen not to offer an extensive non-food range like its rivals, but CEO Marc Bolland said the 500 lines would be added to "complement" Morrisons' food offer.
The range would be launched in the second and third quarters with lines including saucepans, cutlery, frying pans and cooking utensils. A number of products had already been rolled out in the past quarter and sales were enjoying "healthy growth", said Bolland.
"We want to focus on food particularly, but at the same time we want to make sure that our existing non-food space works harder for us."
The new lines are likely to include a number of products under the retailer's premium range The Best. Morrisons has recently trademarked the name under a number of new non-food classifications including cleaning products, cutlery, pillows, household and kitchen utensils, and textiles such as bed linen and towels.
Bolland has also revealed he had not ruled out launching an online service. "We are led by opportunity," he said. "But the biggest opportunity is to move Morrisons from national to nationwide. One third of the country is not served by Morrisons and the first part of this journey is to get people into stores to understand the concept of Morrisons.
"The internet is an opportunity, but once we have got people into our stores, we will then take it a step further and look at the internet. It is not a matter of time, it is a matter of having the right model and offer."
Morrisons is currently the only supermarket in the big four to not offer an online service.
Last week, the chain reported like-for-like growth of 7.9% for the year to 1 February. Pre-tax profit rose 7% to £655m on sales up 12% to £14.5bn. It currently has 382 stores but has identified more than 100 new locations for potential growth.
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