Musgrave NI sows a new partnership with garden centre retailer, Dobbies

In a first-of-its-kind partnership, leading retail and wholesale business, Musgrave NI has joined forces with the UK’s leading garden centre, Dobbies. 

Musgrave will supply more than 1,800 products to the new Dobbies store, which opened in Antrim earlier this week.

The specially-curated ‘SuperValu Favourites’ range will include own-label lines such as Signature Tastes, Donnybrook Fair, Frank & Honest Gourmet Coffee as well as the Happy Pear range.

Customers will be able to enjoy the popular plant-based food brand the Happy Pear, launched in Northern Ireland last year in an exclusive partnership with Musgrave. The range includes chilled soups, meal pots, and ready meals, such as Shepherdless Pie, as well as a range of ambient cooking sauces, breakfast cereals and sweet treats.

Leading gourmet grocery brand Donnybrook Fair, famous for its hand-prepared gourmet meals, freshly baked goods and the finest pantry fare, will provide shoppers with options for the whole family.

‘NEW CONCEPT’

Julie Cherry, Trading Director at Musgrave NI said: “An in-store foodhall partnership is a brand-new concept for Musgrave and one we’re very excited about.

“Building long-term stable relationships is one of our values, so we’re delighted to partner with Dobbies to reach more shoppers across NI with our quality convenience food offer.”

Dobbies CEO David Robinson added: “Musgrave has a fantastic reputation in Northern Ireland and we’re pleased we’ve been able to strike a partnership that will resonate with shoppers at the new Antrim store, providing quality local produce. We look forward to building a strong relationship with the Musgrave team.”

The 110,000sq ft Dobbies store is the garden centre’s second venture in Northern Ireland; the largest in its UK portfolio it is expected to bring more than 1 million visitors a year to The Junction Retail and Leisure Park.