Ocado is preparing to launch a new website specialising in kitchen and dining products called Sizzle.co.uk.

The online grocer will launch the site this summer, with 12,000 products from more than 300 suppliers.

Covering everything from kitchen electrical products through to glassware and knives, the site will stock a broader and more upmarket department store-style range than is currently on the main Ocado site.

Products to be sold on the site include glassware from Waterford Crystal and Global knives.

“We will continue to cater for everyday purchases for the kitchen on the main grocery site, but on Sizzle.co.uk we will have a more specialist and upmarket range,” said Ocado director of non-food James Matthews.

The launch of Sizzle.co.uk comes after Ocado launched a site for pet products called Fetch.co.uk last year, selling more than 7,000 lines, including veterinary medicines. The site has its own veterinary team to advise pet owners.

Like Fetch.co.uk, Sizzle.co.uk will initially be launched across a limited geography ahead of broader rollout.

Matthews said Ocado’s ambition was to launch more so-called destination sites for other categories such as toys, baby and outdoor sports.

“By creating separate brands we can give the signal that we have a deeper selection,” said Matthews. “Working with non-supermarket brands and suppliers also requires more content, which we cater for better on separate sites.”

Orders from the sites are delivered using the Ocado network, meaning customers choose one-hour delivery slots and get free delivery when their order is attached to an Ocado grocery order.

Non-food products are distributed from Ocado’s recently opened warehouse in Welwyn Garden City, Hertfordshire.

Matthews said Ocado would also continue to develop the non-food range on its main grocery site, which now spans 10,000 products.