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Iceland profile

A guide to Iceland and its operations today. Updated half yearly to include latest information on performance, strategic developments, marketing initiatives, key personnel and must see stores.

Iceland: data

See data on the retailer’s performance and forecasts for its operations by channel.

Iceland snapshot

An essential summary of trading priorities, latest developments, and other key commercial insights for Iceland.

UK Country Presentation

A guide to the UK’s grocery market and how we expect the country, its leading retailers and channels to evolve over the next five years.

Latest News

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A round-up of recent developments from UK retailers' ongoing efforts to demonstrate their value propositions.

More News

Iceland, the supermarket chain, has made the decision to close all of its Swift convenience stores. Moving forward it will focus on the expansion of its new 'Local' banner. According to The Grocer, four out of the five Swift stores, in Finsbury Park, Wembley, Hounslow, Archway, and Four Lanes End in Newcastle, will be permanently shut down. Meanwhile, one will be transformed into a standard Icela...
Iceland has launched a new scheme named ‘Discount Dash’ similar to the Amazons Prime Day sales event giving shoppers the opportunity to save an average of 33% on items. The offers are based on 42 products. Customers may also get up to 50% off selected household products. Iceland Foods and The Food Warehouse group buying director Andrew Staniland said: “We know how popular events like Amazon...
Iceland has announced that a further 5 stores will close this year. Sites in Swansea, Fife, Llanelli, Crewe and Birkenhead will be closed between now and the 16 th September. This follows 16 closures already made in 2023. Executive Chairman Richard highlighted that despite closures the business is performing well. “We typically open more than 20 new stores each year, creating many new jo...
5-year forecasts to 2028

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