Supermarket chain Morrisons is preparing to launch a new range of non-food products, according to reports.
Sainsbury's, Tesco and Asda all have successful expanded into homeware, clothing and other ranges while Morrisons has focused solely on food ranges.
Its made no comment but Morrison's is thought to be looking at fashion and electrical appliances initially, but could expand like its rivals should the lines prove a success.
The major draw back facing the chain is the investment in getting the right products and the size of many of their outlets.
Many of the stores based in the south of the country and bought from Safeway are thought to be too small to include new ranges and would need to be modernised.
A move the other three supermarkets have all successfully completed.