Iceland launches white goods site in tie-up with AO.com owner DRL

Retail Week revealed earlier this year that Iceland planned to venture into online non-food retailing via a tie-up with DRL.

The new Iceland site sells a wide range of domestic appliances including fridges, freezers, cookers, washing machines, dryers and dishwashers.

In total Iceland Appliances offers over 2,800 products from 29 major brands, with a Price Match guarantee backed by daily checking of over 25,000 prices against our competitors.

Customers can order up to midnight for next day delivery, and deliveries will be made nationwide seven days a week.

Iceland is in talks with further non-food specialists but further categories have not been confirmed.

Iceland director of delivered sales John Mackie said: “Iceland has a great heritage in appliances and was for many years the UK’s top seller of fridges and freezers. We are really excited to be going back into this market offering an even wider range of top quality appliances, with a Price Match guarantee and the exceptional levels of service that customers already receive from Iceland when they buy their food from us in store or online.

“The launch of Iceland Appliances builds on the success of our online grocery shopping service, which has exceeded all our expectations.”

Iceland pulled back from non-food retailing in 2009 when chief executive Malcolm Walker opted to shut down its in-store electricals showrooms and use the space on its core grocery offer.