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


Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report