Dextra is to be the sole supplier of prepay mobiles and accessories to Morrisons after it signed a multi-million pound contract with the supermarket.
In a deal signed last week, Dextra agreed to supply the grocery chain with Vodafone, T-Mobile and Virgin prepay handsets as well as accessories.
Dextra boss James Browning said: ‘It’s a meaty contract. It’s a significant opportunity for us, and it proves the value we can add to the customer through our market research data with GfK.’
‘We had been doing almost all of Morrisons’ business, and this deal is to formalise the trading agreement,’ he added.
Browning declined to comment on the value of the contract, but industry insiders estimate it to be worth in the region of £6m.
Morrisons, the fourth largest supermarket by market share after Tesco, Asda and Sainsburys, has stocked mobiles for a number of years.
The distribution deal will see the products rolled out to all 370 of Morrison’s stores, and will involve a new range of point of sale units.
Dextra’s Koto range of accessories will also be stocked in the supermarkets for the first time, with multi-chargers and handsfree kits available.
The addition of the Morrisons’ agreement is a welcome boost for Dextra after it lost a share of its Tesco account to rivals Kondor and Shebang earlier this year.
And it follows Dextra’s significant deal with Sainsburys, which overall is estimated to have a £15m presence in the non-specialist mobile phone market.