Essential Waitrose Private Brand Star!

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
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.