Boots and Waitrose begin own-label sales crossover

Waitrose: begins crossover sales with Boots
Waitrose: begins crossover sales with Boots

LONDON - High street retailers Boots and Waitrose have started trialling each other's own-label products in a selection of stores across the country.

Marketing first announced plans to develop the partnership between the two company's in September, and the first rollout starts today (29 March).

Four Boots stores in Canary Wharf, Swansea, Abingdon and Milton Keynes now stock a selection of Waitrose lunchtime products, such as sandwiches, wraps and desserts, as well as items from the Boots Shapers range.

The second trial will start next month with three Boots stores, yet to be disclosed, stocking a larger range of lunchtime and convenience food.

It is not known how long the promotions will run, but the sales performances will be monitored closely by both retailers.

The move enables Boots customers to buy groceries, including products from the Essential Waitrose range, and ‘special treats' from a range of 1,500 products supplied by the supermarket.

For Waitrose, the trial is part of plans to dramatically increase its UK presence. In September, it announced plans to open 300 convenience stores and stated there were 6.5 million shoppers without easy access to a Waitrose store

As part of the trail, Boots health and beauty products and toiletries will be on offer within seven Waitrose stores.

These include Bristol Westbury Park, Dorchester, Ringwood, Bury St Edmonds and Hersham, which will stock the products from April and May. Products will include items from the No7 skincare and cosmetics brand.

Two of the trial store locations will also include a full Boots pharmacy offer, but the locations have yet to be announced.

The trial builds upon the growing relationship between both retailers. Last year the re-branding of Boots UK-owned pharmacies to 'Boots Pharmacy', located in 13 Waitrose stores, was completed.


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


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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
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