John Lewis opens first in-store 'little Waitrose'

Little Waitrose: first convenience store-style outlet opens at John Lewis in Watford
Little Waitrose: first convenience store-style outlet opens at John Lewis in Watford

The John Lewis Partnership has launched its first 'little Waitrose at John Lewis', with a £2m outlet opening in the back-of-house space at the John Lewis in Watford.

Andy Street, managing director at John Lewis, has revealed the store will be used as a test case to see how the "brand new concept" could be introduced at other shops across the UK.

Street said: "We are committed to making the shopping experience as seamless as possible. By working closely with Waitrose, our customers will now be able to buy products from both brands in a convenient and efficient way".

The convenience store-style format of "little Waitrose" was launched two years ago, with Waitrose retail director Rob Collins crediting the format with bringing the Waitrose brand to new audiences.

Although Waitrose and John Lewis are sister brands, there has always been a degree of tension between the two independently run businesses, which bubbled to the surface with a conflict over their differing Christmas ad strategies.

Waitrose and John Lewis are also in the process of splitting their CRM into two separate agencies, having previously relied on Kitcatt Nohr Digitas to handle CRM for both brands.

However, the brands are increasingly co-operating on an operational level, with initiatives including Waitrose offering John Lewis fashion and furnishings in its "Waitrose Food, Fashion & Home" store in Canary Wharf, east London.

Separately, Waitrose has appointed Rupert Ellwood as its new head of marketing to replace Sarah Fuller, after it emerged she was leaving in May to take on the role of marketing director at The Garden Centre Group.

Ellwood will take up the new role on 15 July, having previously held the position of head of retail operations at Waitrose for the past 12 months.

He will report to marketing director Rupert Thomas and will be responsible for developing the Waitrose brand and marketing communications strategy, including advertising campaigns, customer publications and customer events.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers