Bejam
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Bejam was a British frozen food retailer founded by John Apthorp in 1968, based in Stanmore. The concept of selling only frozen foods was a novel idea at the time. 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 Victor Value chain of supermarkets in 1986. In 1989, Bejam was bought by its rival Iceland, despite still being a success three times bigger than Iceland. The stores were rebranded to carry the "Iceland" name, and are still trading as such today.
Apthorp also founded Wizzard Wines, originally as a subsidiary of Bejam, but which demerged after the Iceland takeover. The chain would later acquire its rival Majestic Wines.
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