are joining forces to launch a new website selling kitchen products in a move that is part of the supermarket’s strategy to expand its non-food business online.
The new site will launch in the spring and will be the supermarket’s third online venture, following the launch of wine site MorrisonsCellar.com in November and the acquisition of nursery retailer Kiddicare.com
Morrisons says it is moving online by launching categories that are close to food, while allowing its supermarkets to remain focused on fresh food.
“We believe the future for retailing many non-food products is online rather than in supermarkets," said: Dalton Philips, chief executive of Morrisons, said:
“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.
“We decided to work with Lakeland because it has spent 50 years selling reliable kitchenware for cooks of all standards.”
Lakeland launched its catalogue business in the 1970s, making it one of the first retailers to move into home shopping.
Its 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. "
Lakeland's range of kitchenware will sit alongside Morrison's existing range of everyday essentials. Initially Lakeland will fulfil orders, but in time Morrisons will take over the role.