In an aim to fulfil currently under represented channels and expand its distribution, Darrell Lea has signed a deal with BIG w to introduce a selection of its range to a new market.

BIG W will stock a range of specially designed Darrell Lea products suited for the  customers of the discounted department store.

Lane Russell, Darrell Lea national business manager, said the strategic alignment of two inconic Australian brands offer consumers a greater choice of convenience.

“Following a period of success driven by a steadfast commitment to growing our existing licensed channel and branded stores, and with the support of our licensees and the Lea family, we are excited to now take the next big step in our pursuit of becoming the world’s best specialty confectioner,” he said.

“We are confident that our new tailored offering will be popular with BIG W customers and have a halo effect on our existing company stores and licensee network.”

The partnership marks the first mass market retail channel for Darrell Lea and will complement Darrell Lea’s current distribution through 84 branded stores and its national licensee network across selected convenience stores, gift shops, newsagents, pharmacies and service stations.

The move will allow Darrell Lea to reach new audiences via a strong retail avenue in BIG W’s over 165 stores; increasing the accessibility of its products and generating greater brand awareness in Australia.