Waitrose Partners With Alibaba in China

waitrose - longChinese consumers will now be able to enjoy Waitrose Earl Grey tea and private brand Duchy Organic Shortbread, following the supermarkets agreement with online giant Alibaba. It will be the first time the British retailer has exported to a country via the web only. 30 private brand products will initially be available, including cookies, tea, coffee, cereals and nuts as well as beauty, baby and organic.

Waitrose private brand products will be sold exclusively through the Royal Mail Store on Tmall Global, the online marketplace operated by Alibaba Group. Tmall is China’s largest third party online platform for brands and retailers to connect with hundreds of millions of Chinese consumers. Waitrose arranged the deal through Avenue51, which runs Royal Mail’s store on Tmall Global.

“The potential for Waitrose in China is huge and although it’s a relatively modest start it’s our ambition to see it become our biggest international business in the next three to five years,” said Waitrose Commercial Director Mark Williamson. “We are proud that Waitrose is recognized around the world for quality and excited to be reaching new markets.”

“Chinese consumers seek out high quality British brands and Alibaba is happy to provide the platform for Waitrose to introduce its products to China’s homes and kitchens,” added Amee Chande, MD, UK/Ireland & Nordics. “Alibaba Waitrose joins a number of leading British brands already available through the Royal Mail Store on Tmall Global and we hope that many others will follow given the potential that China offers to their business and the demand that exists for British products.”



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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.