Waitrose Private Brands Goes Kiwi in New Zealand

Specialty New Zealand grocer Nosh has struck a deal with British heavyweight Waitrose, expanding its collection of international suppliers.

Nosh Food Market first opened its doors in 2006 in New Zealand in Glen Innes, followed by Ponsonby Metro in December 2007, Greenlane in June 2009, both Mt Eden and Matakana in December 2009.  The company’s sixth store opened in Hamilton opened in March 2011.

Up to 100 Waitrose Private Brand products will be on the shelves of Nosh’s six food markets in time for Christmas.

It’s all part of a grand plan to continue growing in New Zealand, according to Nosh director Clinton Beuvink.

He said Nosh would look to franchise a number of new stores in order to raise funds to open 20 branches in the North Island in the next five years.

“With 264 stores in the UK and two in Dubai, Waitrose knows how to manage an extended retail operation where efficiency is fundamental to cost containment. This experience will provide Nosh with insights into best practices and logistics which we will apply as we continue to expand our own footprint and increase our share of the grocery market to our target of 5 percent.”

The Waitrose range will not replace any New Zealand food products.

He said Waitrose placed great importance on the traceability of its products, much like the Nosh approach to sourcing.

“The buyers are experts in their fields and spend a lot of time with growers, farmers and suppliers, building relationships based on trust and respect. That means our customers can buy with confidence.”

There are no plans to sell the business to foreign investors, he said.

“We’re proudly Kiwi-owned and operated. Our ethos has always put the customer at the centre of the business – and that means putting the widest variety of quality goods on the shelves, whether locally produced or sourced internationally.”

Source: idealog

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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.