Store gallery: Iceland makes Beijing debut with first store in Asia-Pacific

It’s the frozen food specialist’s first time entering the hyper-competitive Chinese market and the new store has been opened in partnership with BTG We Link, a retail concept company which is looking to bring “Western cuisine to the Chinese retail market”.

The new store will stock over 100 products from Iceland’s frozen food range via multiple ecommerce platforms after the official launch of its Beijing ‘Iceland Lab’.

Iceland Lab is described as an “innovative retail space” that showcases “Iceland’s products while also serving as a hub for AI-driven retail experience” which it said gives a “seamless and intelligent shopping experience” for its new Chinese customers.

The initial products offered will focus on frozen favourites such as desserts, pizzas, ready meals, with the retailer also working on plans to cater to more regional tastes with a new line of products specifically designed for the Chinese market in development.

The new AI powered lab will also stock high-quality imports from Japan, Australia, New Zealand and Spain, alongside centuries-old brands like Donlaishun, Juboyuan, Quanjude and Daoxiangchun.

Iceland Foods international and partnerships director Justin Addison said: “We’re thrilled to be entering the Chinese market with BTG We Link and launching Iceland’s first ever Asia-Pacific store, setting a new benchmark for frozen food retail in China.

“This new partnership will allow Iceland to expand its international footprint and offer our innovative, affordable frozen food range to a whole new audience.”

Huang Lujing at BTG We Link said: “We are excited to partner with Iceland Foods to introduce their renowned frozen food range to the Chinese market. This partnership marks a significant step in our commitment to offering high-quality international brands and expanding the variety of frozen food options available to Chinese shoppers.”