Morrisons and Lakeland launch kitchenware website

Grocer Morrisons is to launch a new website in partnership with kitchenware retailer Lakeland, it has been announced today.

Following the launches of in 2012 and in 2011, the new website will be Morrisons‘ third venture into e-tail when it launches in spring 2013.

Commenting on the launch, Morrisons CEO Dalton Philips 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”

Analysts blamed Morrisons‘ poor online and convenience offering when the grocer reported a 2.5 per cent decline in like-for-like sales in its Christmas trading update at the beginning of January.

But while Morrisons is expanding these channels, it prefers to separate the food and non-food strands of its business, keeping food in stores and expanding its non-food business online.

In 2011, the grocer acquired parents & children‘s e-tailer Kiddicare and launched an online wine store,, in November last year, with this latest website being the next step.

Both Lakeland kitchenware products and Morrisons‘ everyday essentials range will appear on the website, and orders will be fulfilled by Lakeland when the site launches, although there are plans to transfer this duty to Morrisons over time. Lakeland Managing Director Sam Rayner commented: “Lakeland are delighted to have the opportunity to offer our products for sale on

“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.”


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