Morrisons had posted a feeble Christmas trading update earlier in January

Wm Morrison voiced on Friday that it would lengthen its online presence in the spring with the initiation of a kitchenware website, in collaboration with specialist Lakeland. The Wm Morrison-Lakeland joint venture will be the third completely transactional website of Morrisons subsequent to the launch of its wine website, MorrisonsCellar.com, in November 2012. Before that, Wm Morrison had purchased baby care retailer, Kiddicare.com, in 2011.

The UK’s fourth biggest supermarket group had posted, earlier in January, a feeble Christmas trading update. Wm Morrison had attributed the weak Christmas trading update partially to its shortage of an online food offer. Morrisons doesn’t possess a website for the home delivery of foodstuffs, which makes it different from the other leading grocers in the nation such as Tesco, Wal-Mart’s Asda and J Sainsbury.

As per the Morrisons chief executive, Dalton Philips, the future for retailing several non-food items is online instead of in the supermarkets.

Morrisons is researching the viability of a potential website for home delivery of foods. Morrisons is expected to divulge its plans regarding this matter when it publishes full year results in March. Retail analysts believe that Wm Morrison will launch such a website this year on a trial basis.

Sam Rayner, Lakeland’s MD, has remarked that the company is delighted that it has the chance to vend its products on Morrisons.com. As per Rayner, Lakeland will have the chance to operate with a leading grocer like Morrisons. There are huge opportunities for success in the links between their respective products and services. The Lakeland MD also expressed that his company looked forward to selling its practical kitchenware to millions of Morrisons customers.

Lakeland’s gamut of kitchenware will coexist with Wm-Morrison’s incumbent range of daily essentials. Initially, execution of orders will be undertaken by Lakeland but, in time, it will be performed by Morrisons.