Waitrose to launch fashion brand later this year

Work is already under way on its Food & Home store in Canary Wharf, London. The revamped three-floor branch is set to open on 8 September.

Although details are still under wraps, the supermarket refers to the store as its Waitrose Food, Fashion & Home flagship branch.

A Waitrose spokeswoman said: “In September we’re going to unveil our exciting shop, bringing together a host of new ranges and features.”

Traditionally, the upmarket grocer had left sales of non-food items to sister retailer John Lewis, so it could focus on food. However, in recent years it has opened five Waitrose Food & Home stores, which also sell schoolwear and fashion accessories.

Waitrose’s sales grew 9.8% in the 24 weeks to July. However, its market share is still only 4.3%, compared with Tesco’s 30%, according to Kantar.

This article was first published on marketingmagazine.co.uk

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