Designed by the supermarket chain, the new range will include cookware, utensils, gadgets, ovenware and bakeware; ‘countertop and kitchen cupboard’ electricals; dining and tableware; home furnishings, bedding, towels and candles; plus storage and stationary.
The range will be introduced in stores across the country. Nearly 100 branches will see an extension of space dedicated to Home and a new look ‘store-within-a-store’ concept has been developed. Morrisons.com will also offer over 1,000 of the new products online.
Morrisons said: ‘The entire range has been developed from scratch over 15 months. A team of in-house textile, electrical, cookware and housewares specialists have worked with factories around the world to design each product.’
Examples include a 20cm hard anodised pan with pouring lip and lid for £25, a German glass kettle for £30, a bamboo and linen tripod table lamp for £15, and a gold seal certified Egyptian cotton bath towel for £10.
The retailer noted that it is offering a three-year guarantee on all own-brand electricals and a 10-year guarantee on all hard anodised and stainless steel try-ply pans.
Morrisons home & leisure category director David Lennon said: “We’ve designed a product offer that gives customers good quality at great value that they would be surprised to find in Morrisons.
“Because of the space we operate in, we have had strict selection criteria for each product, to ensure our offer is simple for customers to shop while still offering great choice.
“Although we’ve taken a huge step forward with our first launch, we’re at the beginning of the journey. We want to continue to develop the range and the team here to help us on the next phase of the journey.”
Morrisons said that while it is known as a food retailer, after listening to customers it has been working on its non-food range to offer customers greater choice and better value. It added that ‘there have been significant improvements in the capability of the non-food team and the company is continuing to look for new talent’.
Headquartered in Bradford, Morrisons employs more than 120,000 staff in 491 stores, serving over 12 million customers every week.