Iceland Foods has opened its first supermarkets in Jersey under its its supply agreement with Alliance Stores.
The first new Iceland fascia store opened earlier this month in St Ouen, with the second set to open on Broad Street in St Helier, on 27 March. Both have replaced existing Alliance stores.
It comes after Iceland ended its long running franchise partnership with Sandpiper CL in November, following the acquisition of 38 of its stores by Morrisons.
The move saw Iceland launch a new partnership with Alliance, with plans to open 10 new stores in Guernsey and Jersey over the next year. The plans included the first Food Warehouse store outside of the UK, which opened in Guernsey in January.
The new stores stock a range of Iceland own-label products, as well as lines from its exclusive brand partnerships with Cathedral City, TGIs and Harry Ramsden.
“We’re excited to introduce Iceland stores in Jersey for the first time under our new franchise partnership with Alliance with two brand-new Iceland stores,” said Justin Addison, Iceland Foods international and partnerships director.
“Our new franchise partnership ensures that shoppers in Jersey have access to Iceland’s innovative and affordable range, offering greater convenience and choice. We look forward to welcoming the local community through our doors this March while continuing to strengthen our partnership with Alliance as we continue our growth plans this year.”
Alliance joins a growing list of businesses to have supply agreements with Iceland. Last year, Iceland rebranded the Iceland International business ahead of a renewed push into new regions in 2025.
In December, it founded a joint venture with Icelandic investment company SKEL to sell its products across the Nordics. SKEL’s chairman Jon Asgeir Johannesson oversaw Baugur’s acquisition of Iceland’s holding company the Big Food Group in 2005.
That followed the expansion of Iceland’s supply agreement with Dunnes in Ireland, following Iceland’s controversial sale of its Irish stores in 2023.
The frozen food retailer also continues to expand its partnership with forecourt operator SGN, which operates Iceland Local Fascias, as well as its store within a store partnership with The Range.
Alliance is one of the Channel Island’s largest independent retail chains. Alongside Iceland, it has also partnered with Waitrose since 2021.
“We’re thrilled to be working with Iceland Foods to open these two new stores in Jersey, and bringing its much-loved products to the local community through Alliance,” said Alliance MD Andrew Bagot.
“Together, we’re making it easier than ever for households in the Channel Islands to access Iceland’s fantastic range, from exclusive brands to everyday essentials.”
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