Morrisons partners Lakeland to launch online kitchenware offering

Be the first to comment
Lakeland: partners with Morrisons to offer kitchenware online
Lakeland: partners with Morrisons to offer kitchenware online

Morrisons is accelerating its growth into online retail by partnering with Lakeland to launch a kitchenware ecommerce website in the spring.

The website will sell own-brand Morrisons kitchen utensils alongside products from kitchenware and home-shopping site Lakeland, with the initial fulfilment of orders undertaken by Lakeland.

Morrisons says that "in time", it will take over the completion of orders in a move that is likely coincide with the launch of its online food offering.

The development of the co-branded kitchenware website is being undertaken by Morrisons-owned retailer Kiddicare, under the stewardship of Scott Weavers-Wright, its chief executive, who also holds the role of managing director of Morrisons online non-food.

This follows news revealed by Marketing earlier this week that Morrisons had formed an in-house digital agency called M Digital, to develop the user interface for its upcoming online food site. It is understood IT services group Capgemini is creating the back-end system for the online food offering.

The partnership with Lakeland represents Morrisons' third venture into ecommerce, following the launch of wine site MorrisonsCellar.com in November and the acquisition of baby care retailer Kiddicare in 2011.

It is launching the kitchenware site to free up space in its supermarkets, in order to strengthen its fresh food proposition.

Dalton Philips, chief executive at 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."

SUBSCRIBE TO CAMPAIGN

Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

The end of false recognitions
Shares0
Share

1 The end of false recognitions

You'll be seeing less work from DDB at award shows in 2016. Here's why.

Just published