The company is due to open its first shop in St Helier this year and is hoping to get planning consent for a superstore in town which is expected to be on the site of the former Jersey Brewery in Ann Street.
Speaking about the prices to be charged, Alliance chief executive Andre Bagot said: ‘A great many will be the same as in the UK as they are pre-priced with some of them below UK prices. The most common lower prices will be in wines where there are duty differences that can be deducted. Some will also be slightly above the UK price.’
act on his company’s trade in Guernsey since Alliance started selling its Tesco products in its outlets over there.
He said that Sandpiper already sells all of the items in its Iceland stores at UK prices and its other group stores remain attractive to their customers.