Essential Waitrose Private Brand Star!

Christopher Durham Jun 29, 2009 1

English grocer Waitrose’s new discount Private Brand ‘Essential Waitrose’s has almost achieved its initial sales goal three months early, the brand now accounts for 13% of sales. The retailer expected sales of the initial 800 products to hit a target of 15% of sales by October.

According to an article from the English trade magazine Marketing Week: Waitrose has reported that the outdoor and direct advertising campaign launched earlier this month has boosted sales beyond expectations.
However, following the launch Waitrose market share grew by 4% in the 12 weeks to May 17 according to TNS Worldpanel grocery market share figures, which was seen by some analysts as an “early vindication of the Essentials range strategy’

A Waitrose spokesperson says it plans to expand its range of ‘everyday cupboard essentials’ to cover 1400 products by the autumn.

To visit the Marketing Week website click here


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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

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