Morrisons and Lakeland team up on new online venture
Morrisons has teamed up with Lakeland to sell the kitchenware retailerÂ’s products as part of its non-food offering through a new website, Morrisons.com.
Due to launch in spring 2013, Morrisons.com will be the supermarket’s third fully transactional website following the launch of MorrisonsCellar.com in November 2012 and the acquisition of baby care retailer Kiddicare.com in 2011.
The partnership is the latest step in Morrisons' strategy of expanding its non-food business online while its supermarkets retain a focus on fresh food.
Dalton Philips, chief executive of Morrisons, said: "We believe the future for retailing many non-food products is online rather than in supermarkets. Morrisons customers are used to buying great fresh food and this venture will also ensure they can prepare it with great kitchenware from Morrisons.com. We decided to work with Lakeland because it has spent 50 years selling reliable kitchenware for cooks of all standards."
Sam Rayner, Lakeland's managing director, added: "This is a unique opportunity for us 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. We are looking forward to delivering our practical and innovative kitchenware to Morrisons customers. "
Lakeland's range of kitchenware will sit alongside Morrison's existing range of everyday essentials. Initially, fulfilment of orders will be undertaken by Lakeland but will eventually be handled by Morrisons.
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