Iceland Foods will open its first store in Alderney next month, continuing its partnership with Channel Islands retailer Alliance.
New store brings jobs and familiar brands to Alderney
The supermarket’s new location at The Crusher Site is set to open on October 6, offering 10 local jobs. Shoppers will find a mix of frozen and fresh groceries, including best-selling items from exclusive brand deals with Harry Ramsden’s, Cathedral City, and TGI Fridays.
Justin Addison, Iceland’s international and partnerships director, said the opening shows the company’s commitment to expanding in the Channel Islands. “Working alongside Alliance, we’re pleased to create new jobs locally and give Alderney residents access to the products our customers already trust,” he said.
The move follows a November 2024 supply agreement that replaced Iceland’s former partnership with Sandpiper after Morrisons acquired 38 of its stores. The change was seen as the beginning of a new phase in the region, with plans to open 10 stores across the islands. The first Food Warehouse location in the Channel Islands launched in January 2025.
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For many residents, the new store will reduce travel time for essentials. Previously, the nearest Iceland was in Guernsey or Jersey, requiring ferry rides or flights. Now, the freezer aisle and fresh produce will be a short walk away.
Alliance frames expansion as economic investment
Alliance operations director Keiran Poole said the Alderney store goes beyond retail growth. “It strengthens our presence across the Channel Islands while creating jobs and supporting the local economy,” he said.
The collaboration with Iceland is the latest for Alliance, which has supplied Waitrose stores in the region since 2021. The company has become a key part of the islands’ grocery supply chain, filling gaps left by larger UK retailers that have reduced operations or left the market.
Iceland’s expansion into the Channel Islands comes as competition among UK supermarkets grows, especially in smaller or remote areas where logistics are difficult. The Alderney store will be the fourth Iceland-branded location in the islands, following openings in Guernsey and Jersey over the past year.
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Addison said the focus remains on bringing value to more communities in the region. No timeline has been set for the remaining six planned stores, but the progress suggests a long-term interest in the partnership.
For now, the Alderney opening will test the model on the smallest inhabited Channel Island. With a population of just under 2,000, the store’s success may depend on attracting enough shoppers or serving seasonal visitors. The shift reflects broader changes in how retailers serve remote markets, where convenience often outweighs traditional competition.
Local residents have already expressed interest in the new options, particularly for products they previously had to order online or travel to obtain. The store’s arrival could also influence how other businesses approach the island’s limited but steady demand.
Alliance’s role in the region continues to grow.