Iceland has ventured into a new ‘Local’ convenience store format through a collaboration with SGN Retail.
- The initial store is located at a Texaco forecourt in Fallings Park, Wolverhampton.
- The store features products from Iceland, Costcutter, and includes a single point of sale.
- There is a unique blend of chilled, ambient, and frozen offerings, with plans for more openings.
- This marks Iceland’s continued expansion into the convenience sector.
Iceland has made a strategic move by launching a new ‘Local’ convenience store format, in partnership with forecourt operator SGN Retail. The first of these stores debuted on 31 March at a Texaco garage in Fallings Park, Wolverhampton. This collaboration provides consumers with a seamless shopping experience, where they can purchase petrol, food, beverages, and other necessities through a single point of sale.
The new store offers a variety of products, primarily supplied by Costcutter, including both chilled and ambient items. Furthermore, a notable feature is the frozen section, stocked exclusively with Iceland’s own-label range as well as products from popular brands such as Slimming World, Myprotein, and Harry Ramsden’s. This approach is designed to enhance customer convenience by integrating diverse consumer needs in a single location.
Justin Addison, Iceland Foods’ International and Wholesale Director, emphasised that Iceland Local allows the company’s distinctive range of products to be accessed in innovative new settings. He noted its potential to complement Iceland’s existing 1,000 high street and retail park locations by offering a flexible solution for customers on the move.
The introduction of Iceland Local reflects the retailer’s strategic intent to further penetrate the convenience market. This follows the launch of the Swift convenience store model, which emerged in March 2022 and now extends to five stores, featuring a complete range of chilled, fresh, frozen, and ambient products, alongside alcohol and tobacco.
Iceland’s ‘Local’ initiative represents a strategic expansion into new shopping environments, reinforcing its commitment to convenience.
