Iceland Foods has doubled its number of store-within-a-store concepts in Ireland via its partnership with the country’s leading grocery retailer, Dunnes.
Four new Iceland concessions have been opened in Dunnes stores in Ennis, Charlestown, Clondalkin, and Marshes over the last couple of weeks, bringing the total to eight nationwide.
Each concession features over 200 Iceland products, including ranges from the frozen food specialist’s own brand, as well as its exclusive branded products from Slimming World, Harry Ramsden’s, TGI Friday’s, and Myprotein.
In addition to the concessions, which began opening in 2024, Iceland supplies frozen products to more than 70 Dunnes Stores across Ireland.
Justin Addison, International and Partnerships Director at Iceland Foods, said: “We’re excited to announce that we’re doubling the number of concessions in Ireland by bolstering our partnership with Dunnes. Through opening another four, we’re making Iceland products more accessible for Irish customers so they can enjoy our incredible deals across everyday essentials and exclusive brands.
“Our partnership with Dunnes is vital to expanding Iceland’s presence beyond UK borders. With both retailers sharing similar values and goals, we’re committed to growing this partnership well into the future.”
NAM Implications:
Store-within-a-store can be a low-risk way of expanding in retail.
And as the franchise builds, then further store-in-store positions can be added.
(or even stand-alone branches)
Meanwhile, a way of climbing aboard now…
…rather than wait for rivals to show how.