Iceland is shutting down its Swift convenience stores as it begins the rollout of Iceland-branded ‘Local’ sites.
The move will see four stores permanently closed, while one is to be converted into a standard Iceland store, The Grocer reported.
Staff working at the Swift sites in Finsbury Park, Archway, Wembley, Hounslow and Four Lanes End in Newcastle will be offered a transfer to the retailer’s close-by store and provided with the same working hours.
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The grocery retailer’s executive chairman, Richard Walker, told The Grocer that the separate Swift branding “didn’t work”.
“The Iceland logo and brand is really well thought of and recognised in London and we must never underestimate that.”
The frozen food retailer opened its first Iceland Local convenience store on a Texaco garage forecourt in Fallings Park, Wolverhampton on 31 March, which is owned and operated by SGN Retail.
The store features ambient, chilled and frozen aisles and offers own-label products, as well as items from partnered brands Slimming World, Myprotein and Harry Ramsden’s.
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