Online wine retailer Naked Wines will take advantage of its new owner's UK footprint and logistics by offering loyalty customers free click & collect at Majestic Wine stores.

Naked Wines – which was acquired by Majestic in April 2015 – will offer 150,000 of its 'Angel' loyalty customers click & collect services from 213 Majestic stores. This follows a click & collect trial which resulted in 2,900 orders being picked up across in 22 stores. The plan is to now fully roll out the service across the rest of Majestic Wine stores which are open seven days a week including bank holidays.

Rowan Gormley, Majestic CEO, said:  "Access to a national store network was one of the clear benefits for Naked Wines following the acquisition by Majestic, and it is great that we've been able to launch this service to Naked Wines' customers so quickly. It is obvious to me that both businesses have much to offer one another and we are working on optimising even more of the complementary strengths between the two."

The new click & collect service highlights the growing trend of retailers partnering in an attempt to solve the problem of fulfilment. At the end of 2013, eBay and Argos set a precedent when the two agreed to a partnership where eBay customers could chose to pick up their orders from the general merchandise retailer.

Naked Wines' click & collect service will be free and Majestic will hold the orders in store for up to five days. Customers will still be able to choose home delivery and both services offer the ability to choose a preferred delivery or collection day.

Naked Wines is an online crowdfunded wine retailer and its stock remains separate from Majestic's. This means the wines crowdfunded by the Naked Wines' 'Angels' will still be exclusively available to them.

Eamon Fitzgerald, Naked Wines' UK managing director, added:  "Our Angel customers invest in our wines up-front, and deserve to receive their wines when it suits them. We've seen a strong take-up from customers – particularly for those living in city centres and work full time. We have been looking for a solution for some time, and Majestic's national footprint and logistics expertise are ideal."

Earlier this month, Essential Retail spoke to Oddbins managing director Ayo Akintola who admitted he had been courting Naked Wines staff in order to bolster his company’s online offering.

The drinks retailer is focused on building a new online proposition that can carry the personality of its stores into eCommerce, and Akintola is suffering due to the digital talent shortage in retail, so his "Plan A" is to court staff from rival Naked Wines, due to their combined tech and wine expertise.