Waitrose Products To Be Made Available Worldwide Via Tie Up With British Corner Shop

Waitrose has agreed a deal to sell its own label products through ‘British Corner Shop’, an online store that delivers British food to customers worldwide.

Waitrose already exports its products to 60 countries through tie-ups with local retailers. However, this latest move will see it enter new territories from the 138 countries British Corner Shop regularly ships to, including two of its largest markets, the USA and Germany.

The website will give shoppers global access to more than 2,000 Waitrose own label products and ranges, including Waitrose Duchy Organic, Waitrose Baby, essential Waitrose and the recently launched Waitrose 1 range. The retailer added that there was potential for more products to be added in the future.

British Corner Shop currently stocks around 10,000 products and last year shipped more than 50,000 orders overseas to expats and local consumers interested in British produced food and drink.

Waitrose Commercial Director, Mark Williamson, said: “British Corner Shop gives a global audience access to Waitrose and provides a platform for our British suppliers to showcase the great food and drink they produce. We are proud that our brand continues to retain the loyalty and trust of customers wherever they are in the world.”

British Corner Shop Managing Director, Mark Callaghan, added: “Extending the current British Corner Shop range with over 2,000 Waitrose product lines gives our customers greater choice.

“We know the Waitrose brand will go down well with our British Expat customer base, in particular categories such as biscuits and household are in demand, and the Waitrose Duchy Organic brand is often requested.”

NAM Implications:
  • As always, offering private label via third parties, on or offline, builds retailer brand equity at low cost and minimal risk
  • …apart from being infinitely scalable…
  • …limited only by shelf life