Iceland has embarked on a strategic partnership with Alliance to enhance its retail footprint in the Channel Islands, promising an exciting expansion over the coming year.
The collaboration between Iceland and independent retailer Alliance marks a significant development in the Channel Islands’ retail landscape. Alliance, which currently operates five stores within Jersey and Guernsey, will become a franchisee of Iceland. This move allows Alliance to provide the frozen food retailer’s extensive range of offerings, including exclusive brands such as TGI Fridays, Greggs, and My Protein, alongside seasonal items and an expanded value range.
In a groundbreaking move, the first Food Warehouse outside of the UK is scheduled to open in Braye Road, Guernsey, by January 2025. Meanwhile, the existing Alliance store, which is undergoing a rebranding process, has already begun stocking selected items from Iceland’s Christmas range as of today, 11 November.
This new partnership reflects a strategic evolution following the termination of Iceland’s franchise alliance with Sandpiper CI. The acquisition of Sandpiper CI’s franchise operations by Morrisons necessitated a new collaboration, which Iceland found with Alliance. This ensures that the Channel Islands’ customers will continue to access Iceland’s diverse product range.
Justin Addison, Iceland Foods International and Partnerships Director, expressed optimism regarding this new development, stating, “Partnering with Alliance is a significant step forward for us in the Channel Islands. We’re delighted to work with Alliance to continue providing our customers in the Channel Islands with Iceland’s range of innovative, value-driven products.” Similarly, Alliance Managing Director Andrew Bagot noted the mutual enthusiasm, “We’re thrilled to announce our new partnership with Iceland and bring their much-loved products to communities across Jersey and Guernsey. Together, we’re making it easier than ever for households in the Channel Islands to enjoy Iceland’s fantastic range, from everyday essentials to seasonal favourites.”
This partnership heralds a new era for retail in the Channel Islands, ensuring continued access to a wide array of Iceland’s beloved products. By teaming up with Alliance, Iceland is set to capture a broader audience, enhancing convenience and choice for local consumers.
