Frozen food retailer Iceland is shutting down the convenience store banner Swift, according to media reports.
The move follows the rollout of a new banner 'Local' by the retailer.
The decision will see the permanent closure of four Swift stores and the conversion of one into a standard Iceland store, according to a report in The Grocer.
The executive chair of Iceland, Richard Walker, told the publication that running a separate brand of convenience store “didn’t work”.
"The Iceland logo and brand is really well thought of and recognised in London and we must never underestimate that," Walker added.
The retailer will offer staff working at the Swift stores in Finsbury Park, Archway, Wembley, Hounslow, and Four Lanes End in Newcastle a transfer to a nearby Iceland store and the same working hours.
'Local' Convenience Chain
On 31 March, the retailer opened its first Local convenience store on a Texaco garage forecourt in Fallings Park, Wolverhampton. It is owned and operated by SGN Retail.
The store features ambient, chilled and frozen aisles, along with an assortment of own-label products and items from partnered brands Slimming World, Myprotein and Harry Ramsden’s.
Just Eat Partnership
The service will be available from more than 200 Iceland stores in London, Manchester, Belfast and Leeds and will be rolled out to more cities during the course of the year.
It offers more than 5,000 products via the Just Eat app, including everyday essentials and fresh and frozen produce.