Iceland moves back into white goods market with online tie-up

Kasmira Jefford
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FROZEN food specialist Iceland is moving back into white goods by starting an online appliances store in partnership with DRL Limited – the parent company that launched Appliances Online more than 10 years ago.

Iceland stopped selling non-food products in 2009 when chief executive Malcolm Walker decided to close its in-store electricals showrooms and use the space solely for grocery items instead.

But Iceland director of delivered sales John Mackie said yesterday that after trailing an online grocery delivery service, it had decided to move back into non-food.

“Iceland has a great heritage in appliances and was for many years the UK’s top seller of fridges and freezers. We are really excited to be going back into this market offering an even wider range of top quality appliances.”

Iceland Appliances will sell over 2,800 products from 29 brands.

It also promises customers a price match guarantee against its competitors.

DRL’s main site, which recently changed its name from Appliances Online, claims to be the largest online appliance specialist, selling over 30 brands and 4,000 products. The Bolton-based firm also runs e-commerce operations for retailers like Next and Boots.

In September DRL founder John Roberts was reported to have hired Jefferies and JP Morgan to prepare for a flotation of the company.