Iceland has announced a strategic collaboration with Alliance to expand its reach across the Channel Islands.
- Alliance operates five stores in the region and will offer Iceland’s range of frozen food and exclusive brands.
- The partnership marks the opening of the first Food Warehouse outside the UK, set to launch in Guernsey.
- This development follows Iceland’s transition from its previous partnership with Sandpiper CI after its acquisition by Morrisons.
- Both companies express enthusiasm about offering quality products to the Jersey and Guernsey communities.
Iceland, a well-known frozen food retailer, has entered into a notable franchise partnership with Alliance, an independent retailer in the Channel Islands. This collaboration aims to extend Iceland’s product availability, including exclusive brands such as TGI Fridays, Greggs, and My Protein, to consumers in Jersey and Guernsey over the next year. This partnership framework enables Alliance, with its current operation of five stores, to integrate Iceland’s broad product offering, providing access to a variety of seasonal merchandise and value range selections in targeted stores.
The initial phase of this strategic alliance will see the inauguration of the first Food Warehouse outside the United Kingdom, situated on Braye Road in Guernsey, scheduled for January 2025. Meanwhile, as of 11th November, the existing Alliance store undergoing rebranding will begin stocking select items from Iceland’s Christmas range, thus offering a preview of the expanded product line to local consumers.
Previously, Iceland maintained a franchise network through Sandpiper CI across 10 stores in the Channel Islands. However, the recent acquisition of Sandpiper CI’s franchise operations by Morrisons has led to the cessation of this relationship. Consequently, Iceland’s new partnership with Alliance ensures that customers will continue to enjoy access to their products, supporting continuity in service and selection through the emerging Food Warehouse and future Iceland stores planned for 2025.
Justin Addison, Iceland Foods’ Director of International and Partnerships, articulates the significance of the new partnership with Alliance, describing it as a progressive step for Iceland in the Channel Islands. He expressed delight in collaborating with Alliance to maintain the availability of Iceland’s innovative and budget-friendly products for their Channel Islands customers. Similarly, Andrew Bagot, the Managing Director of Alliance, conveyed excitement about the partnership, highlighting the ease and accessibility it brings to Channel Islands households eager to access Iceland’s popular range, encompassing everyday essentials and seasonal favourites.
The partnership between Iceland and Alliance promises to strengthen retail offerings in the Channel Islands, enhancing access to diverse products.
