Morrisons is to take a further step into etail with the launch of an online kitchenware business in a tie up with Lakeland as it advances its multichannel strategy.

The new site, due to launch in the spring, will be the grocer’s third transactional site following the launch of Morrisonscellar.com in November 2012 and the acquisition of baby etailer Kiddicare in 2011. Morrisons has not yet revealed what the site will be called.

Lakeland’s range of kitchenware will sit alongside Morrison’s existing range of everyday essentials. Initially, fulfillment of orders will be undertaken by Lakeland but in time it will be done by Morrisons.

Morrisons said it is launching categories online that are close to food with its wine and kitchenware offers. It is expected to unveil plans for a transactional grocery site later this year.

Lakeland was one of the first retailers to launch into home shopping through its catalogue business, which started in the 1970s.

Morrisons chief executive 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 Morrisons.com.

He added: “We decided to work with Lakeland because it has spent 50 years selling reliable kitchenware for cooks of all standards.”

Lakeland managing director Sam Rayner said: “Lakeland are delighted to have the opportunity to offer our products for sale on Morrisons.com. 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.”

Morrisons blamed a poor Christmas performance on a lack of exposure to both online retail and convenience.

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