Waitrose opens first store in six years and makes convenience market push
Waitrose has opened its first store in six years in Hampton Hill, south west London, with the new location becoming the retailer’s 47th operated convenience store.
Waitrose said it will now focus on opening smaller convenience stores of around 3,000 sq ft, but has also confirmed it is looking at opportunities for larger convenience stores around double that size too.
The opening comes as the retailer plans to build on its existing partnerships with Welcome Break and Shell.
In its partnership with roadside operator Welcome Break, Waitrose is planning to target more new locations, having opening on the A14 in Spaldwick, Cambridgeshire, in November. The retailer will also open on the M1 in Rotherham, South Yorkshire, in January, with a third location set to open in 2025.
Waitrose has been in partnership with Welcome Break since 2009, and currently trades as Little Waitrose from 27 of its motorway service areas. The new stores will be the first the retailer has opened with Welcome Break in 11 years.
Waitrose has also now reached over 100 Shell forecourt shops, with plans to open more in 2025.
James Bailey, executive director for Waitrose, said: “The long associated stereotypes of food at forecourts and service stations are becoming a thing of the past – expectation has moved on and customers are rightfully demanding more. They want great tasting, quality food no matter where they are. Through new store openings and strategic partnerships we will continue to evolve our shops to get better and better, whilst reaching new locations that help bring Waitrose great quality, service and value closer to more customers.”