In August 2021, how many "Iceland" supermarkets are there in Iceland?
The British supermarket brand "Iceland" was founded in 1970. It is a well-known low-cost outlet that has traditionally specialised in frozen food.
Iceland (without the quotation marks) is a Nordic island country in the North Atlantic Ocean and the most sparsely populated country in Europe.
Having the same name as a country can lead to difficulties. The firm, Iceland Foods Ltd, has been accused by the government of Iceland of engaging in abusive behaviour by trademarking the name of the country. The claim was that the firm had harassed Icelandic companies and the Icelandic tourism board by pursuing legal action against Icelandic companies which use the name of their country in their trading names. In November 2016, the Icelandic government filed a legal challenge at the European Union Intellectual Property Office (EUIPO) to have the company's trademark invalidated "on the basis that the term ‘Iceland’ is exceptionally broad and ambiguous in definition, often rendering the country’s firms unable to describe their products as Icelandic". So, in April 2019, The EUIPO invalidated the "Iceland" trademark.
However "Iceland" (the firm) is indeed represented in Iceland (the country). On 28 July 2012 the firm opened a store in Kópavogur, Iceland. Others followed, and in August 2021 there were 7.