Waitrose Considers Convenience Store Sub-Brand

Waitrose is considering creating a dedicated branding for its convenience stores as it gears up for expansion.

August 24, 2010

LONDON, ENGLAND - United Kingdom supermarket retailer Waitrose, eyeing expansion, intends to create a sub-brand for its convenience store group, Retail Week reports.

Waitrose retail director Tony Solomons said that his company has been analyzing how customers shop at its convenience stores, seeking their feedback to help create "a name that captures the essence of the experience and fits well with our brand".

All of Waitrose's convenience stores currently fall under a general fascia without distinction from its parent company.

Waitrose execs believe that establishing a sub-brand, much as Tesco and Sainsbury's have done with their Express and Local stores, would help generate a clearer perception of the stores.

Waitrose opened its first convenience store last year (it currently has seven) and has plans to build 300 more over the next five years.

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