Morrisons is to sell Lakeland kitchenware through its Morrisons.com website from the Spring.
The joint-venture forms part of its on-going plans to increase non-food sales and build a credible online offer.
The Lakeland range will sit alongside Morrisons existing homeware products. Fulfilment of orders will initially be handled by Lakeland, but will eventually be handled by the supermarket.
This will be Morrisons third fully-transactional website, following the launch of wine business MorrisonsCellar.com last November and its acquisition of baby products retailer Kiddicare in 2011.
“We believe the future for retailing many non-food products is online rather than supermarkets,” said Morrisons chief executive Dalton Philips. “We decided to work with Lakeland because it has spent 50 years selling reliable kitchenware.”
Lakeland managing director Sam Rayner said: “This is a unique opportunity to work closely with one of the UK’s leading grocers and we see a lot of opportunity in the links between our respective products and services.”
Morrisons head of mobile Sienne Veit told The Grocer this week that it planned to grow its e-commerce website by adding new categories on a step-by-step basis.