Iceland in Iceland

When traveling in the UK some years ago we saw some of the stores of the Iceland chain. We never got the opportunity to shop there though.
My favorite work is to make long stories short and this one goes something like this: An Icelander named Johannes started the first low-price chain of groceries stores in Iceland called BONUS and many years later bought the Iceland chain in UK. The original owner of Iceland bought it back recently and decided to let Johannes have the right to run Iceland in Iceland.
It just opened this month and this is the first time we shop there. It was all right but a little to far away for us so I think we will carry on shopping in our old BONUS store.