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Iceland began business in 1970, when Malcolm Walker opened the first store in Oswestry,
Shropshire with his business partners Peter Hinchcliffe investing £60 for one month's rent at
their Shropshire store. They were still employees of Woolworths at the time, and their
employment was terminated once their employer discovered their job on the side. Iceland
initially specialised in loose frozen food, including frozen pizzas.

By 1975, there were 15+ Iceland outlets in North Wales, with the first supermarket-style
outlet opening in Manchester a couple of years later. The firm's head office moved to
Deeside, Flintshire in 1979. Iceland was floated on the London Stock Exchange in 1984, by
which stage it had 81 outlets.

In 1989 Iceland bought its competitor Bejam which was some three times larger in terms of
business. By February 2004, the combined chain had 760 stores throughout the United
Kingdom.

  
 

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The company has recently made large scale changes to the kinds of promotions it offers on
products. In the past "Buy One Get One Free" and Meal Deals (a selection of products for a
set price) were common in stores, although these have now been reduced and replaced with
products offering bigger packs at the original prices. The pricing system has also been
changed with many products having their prices rounded up or down to the nearest multiple
of 25p (i.e. £1.29 becomes £1.25), this is known as Clear Cut Prices and aims to simplify the
pricing system.

2006 also saw a huge surge in 'Home Delivery' promotion. This service is now one of the
main focuses of the company. When a customer spends £25 or more on their shopping they
have the option of free same-day home delivery.
On 6 October 2008, Iceland officially launched their "Bonus Card", a loyalty card and an
advanced replacement for the original home delivery card, after successfully trialling the
scheme in some regions of the UK. Customers who register for the new card receive offers
and vouchers from time to time, also whenever the card is used in store the customer is
entered into a monthly prize draw to win £5,000 in vouchers (50 x £100 Iceland Voucers), as
well as several other prizes, including holidays and cars.[14]

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In 1999, Iceland launched what it claimed to be the first nationwide, free, online grocery
shopping service. This tied in with the rebranding of all outlets under the Iceland.co.uk.
However, the rebranding exercise appears to have been quietly abandoned in the early 2000s,
as the unadorned Iceland name is now used more widely, although some stores still have the
Iceland.co.uk name on display.

The supermarket also attempted ties with British Home Stores.[1]

In the summer of 2000 Iceland merged with Booker plc with Booker's Stuart Rose taking the
role of CEO of the merged company. He left for the Arcadia Group within a few months. He
was replaced by Bill Grimsey in January 2001.[2]

Soon after Grimsey's appointment Malcolm Walker, Iceland's founder & Chairman, was
forced to stand down as it was revealed he had sold £13.5 million of Iceland shares five
weeks before the company released the first of several profits warnings.[3][4] Walker was not
fully cleared of these allegations until October 2004.[5

Sponsorship


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