Bejam
Encyclopedia
Bejam was a British frozen food retailer which was founded by John Apthorp
in 1968, based in Stanmore
. The concept of selling only frozen foods was a novel idea at the time, and Bejam grew out of Apthorp's existing family business of E. A. D. Apthorp, who were potato merchants specialising in local deliveries in and around Edgware and Stanmore. Bejam also derived a small part of its revenue from the sale of electrical appliances with the Bejam brand name, mostly freezers and refrigerators, but also microwave ovens.
Bejam had bought the rump of the Victor Value
chain of supermarkets from Tesco
in 1986. In 1989, Bejam was bought by its rival Iceland
, despite still being a success and being three times bigger than Iceland. The shops were rebranded to carry the "Iceland" name, and are still trading as such today.
Apthorp also founded Wizard Wines, originally as a subsidiary of Bejam, but which demerged after the Iceland takeover. The chain would later acquire its rival Majestic Wines.
Bejam is an acronym for Brian, Eric, John, And Millie; these four names are the first names of the original company directors.
John Apthorp
John Apthorp is a British businessman specializing in frozen food and alcoholic beverages.He first enjoyed success as a founding member and managing director of the family business of frozen food stores Bejam, which became a market leader in the UK, trading from hundreds of stores across the...
in 1968, based in Stanmore
Stanmore
Stanmore is a suburban area of the London Borough of Harrow, in northwest London. It is situated northwest of Charing Cross. The area is home to Stanmore Hill, one of the highest points of London, high.-Toponymy:...
. The concept of selling only frozen foods was a novel idea at the time, and Bejam grew out of Apthorp's existing family business of E. A. D. Apthorp, who were potato merchants specialising in local deliveries in and around Edgware and Stanmore. Bejam also derived a small part of its revenue from the sale of electrical appliances with the Bejam brand name, mostly freezers and refrigerators, but also microwave ovens.
Bejam had bought the rump of the Victor Value
Victor Value
Victor Value was a London-based value supermarket group operating at the lower end of the grocery trade.Old Victor Value stores which survive can often be identified by their distinctive blue and white tiled frontage....
chain of supermarkets from Tesco
Tesco
Tesco plc is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues and the second-largest measured by profits...
in 1986. In 1989, Bejam was bought by its rival Iceland
Iceland (supermarket)
Iceland is a supermarket chain in the United Kingdom and Ireland. Iceland's primary product lines include frozen foods, such as frozen prepared meals and frozen vegetables - hence the name of the company...
, despite still being a success and being three times bigger than Iceland. The shops were rebranded to carry the "Iceland" name, and are still trading as such today.
Apthorp also founded Wizard Wines, originally as a subsidiary of Bejam, but which demerged after the Iceland takeover. The chain would later acquire its rival Majestic Wines.
Bejam is an acronym for Brian, Eric, John, And Millie; these four names are the first names of the original company directors.