Waitrose plans to become fmcg brand

Waitrose plans to make the brand available in non-Waitrose stores in the UK and abroad it has been reported.

Managing director Mark Price has said he believes the Waitrose label could potentially be an fmcg-style brand that can be sold into other retail businesses.

The upmarket supermarket, which is part of the John Lewis Partnership, has already signed a deal with Boots, which begins this week, to make its food products available in 700 Boots stores.

Waitrose goods will be sold in dedicated Waitrose branded areas of the Boots stores. Waitrose will also sell a range of Boots’ health and beauty products.

Price told The Observer: “What we are trying to do is give access to the brand and it is not just about owning shops. It is about taking a creative approach and making products available to as many people as possible. We are looking to work with partners.”

Price also said Waitrose will extend the Duchy Originals brand to more than 300 products by the end of the year.

Waitrose signed a licensing deal with Duchy Originals last year, which means Waitrose has the rights to manufacture, distribute and sell all Duchy goods in the UK.

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