Waitrose Expands Duchy Originals

Waitrose is a chain of supermarkets in the United Kingdom and is the food division of the British retailer and worker co-operative the John Lewis Partnership. As of June 2010, Waitrose had 228 branches across the United Kingdom and a 4.3% share of the market, making it the 6th largest grocery retailer in the UK.

Waitrose continues to cash in on its exclusive licensing agreement with Duchy Originals by re-branding many of its Waitrose Organic Private Brand products to Duchy Originals by Waitrose.

The products will begin rolling out the first week of August. It plans to add 200 new products over the next three months to eventually include more than 400 products.

According to an article in the British trade magazine The Grocer, “Duchy Originals’ products have always been firm favorites with our customers and we have the opportunity to develop the range into the definitive premium, sustainable British food brand,” said Waitrose MD Mark Price.

Existing Waitrose Organic products added to the Duchy range would have their recipes altered and improved, but a spokeswoman stressed some lines would continue to be sold under the Waitrose Organic name.



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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.