Grocery delivery firm Ocado is poised to launch a new website called Sizzle.co.uk as it seeks to shift its reliance from its core food business.
The kitchen and dining products website will be the second non-food site from the firm after it launched pet accessories store Fetch.co.uk last year, Fetch.co.uk already offers more than 6,000 products.
Sizzle.co.uk is expected to have around 12,000 products and will try to cut into a slice of the department store market while not deviating too far from Ocado's roots.
Sizzle.co.uk and Fetch.co.uk are part of a wider strategy by Ocado to extend its interests away from its core site through which it sells its own brand food and Waitrose products. It launched Morrison.com in a £216 million partnership with the supermarket in January and has also been in talks with foreign partners.
It is understood to be considering other product areas which would fit into a broader 'home' theme such as baby or outdoor products.
Sizzle.co.uk will be launched in a limited test region before it is rolled out nationally this summer.
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