Somerfield is significantly expanding the space it devotes to non-food following a deal with German coffee maker and non-food supplier Tchibo to roll out dedicated displays in 100 stores.
The Tchibo concept, piloted at selected stores for six months, is constantly evolving, with ranges built around a theme and changed every week.
Under the deal, Tchibo branded goods will be displayed in dedicated 20-foot fixtures and should be in 100 of Somerfield’s largest stores by November.
Somerfield chairman John von Spreckelsen said: “This will give our customers better choice and add an element of theatre to our business.
“We recognise that Tchibo has a unique non-food concept which is highly successful in Europe and which is complementary to Somerfield’s own non-food range and strategy.”
Founded in Germany just after the war, Tchibo now has 34 shops in London and the South East. The deal with Somerfield is its first significant tie up with a UK retailer, and covers products including cookware, gardening products, fitness equipment, gadgets and office suppliers.