Morrisons is boosting its online non-food offer by linking with the Lakeland chain for the launch of a new kitchenware website.
Britain's fourth largest supermarket says the venture is the latest step in its strategy of expanding allowing its stores to remain focused on food.

The website, due for a spring launch this year, will initially concentrate on food-related categories. Kitchenware by Lakeland, which also offers a wide range of home solutions, will sit alongside Morrisons' existing range of everyday essentials. Initially, fulfilment of orders will be undertaken by Lakeland but in time it will be done by Morrisons.

"We believe the future for retailing many non-food products is online rather than in supermarkets," said the supermarket's chief executive Dalton Philips. "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 the new initiative provided "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".

Lakeland, which currently has 60 stores nationwide, announced earlier this month ambitious expansion plans. It wants to grow its presence in the UK by half and push further into overseas markets. It is also making a major investment in its Cumbrian distribution centre.

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

Morrisons.com will be the supermarket's third fully transactional website, following the launch of MorrisonsCellar.com in November 2012 and the acquisition of baby care retailer Kiddicare.com in 2011. The retailer had a disappointing Christmas, with like-for-like sales down 2.5% in the six weeks to December 30.