Somerfield teams up with Woolworths

In the first trial, Woolworths will launch concessions in three of Somerfield's large stores by the end of April.

Each concession will cover about 3,000sq ft of sales area, and will offer Woolworths homewares, toys and home entertainment.

By the end of April, Woolworths will also trial up to 48 linear feet of its Worthit! range in eight of Somerfield's larger stores. The Worthit! Range includes small domestic appliances and homewares.

This will replace the product that Somerfield currently has on its Wall of Value – areas where stores sell bulk-pack products such as large boxes of washing powder, crisps, soft drinks.

Somerfield also plans to launch a convenience-focused food trial in up to three Woolworths stores within the next six months.

The trial will run in Woolworths' city-centre stores and include sandwiches, ready meals, fresh fruits and essential grocery products. The Somerfield concessions are also expected to cover around 3,000sq ft in floor space.

Somerfield chief executive Paul Mason said: “Somerfield has a history of working successfully with partners like Peacocks and Robert Dyas in its larger stores to offer customers a broader range of products.

“A recent review of our estate has highlighted further partner opportunities in some of our larger stores and I am pleased that we are running the concession and Wall of Value trials with Woolworths.

“Our customers will appreciate being able to buy Woolworths' products in our stores – and having Woolworths' concessions in our stores will attract new customers to come and experience the new Somerfield that we have created.

“Equally, our food trial in Woolworths stores will create additional opportunities for our growth and further extend Somerfield's market reach, helping deliver our 'Britain's favourite local grocery shop' objective.

“We will monitor these trials and will roll out the concessions through the relevant parts of our portfolio as they demonstrate their success.”