Waitroses Brand Expansion

Waitroses Brand ExpansionIn 2000, Waitrose leveragingd 11 rememberings from rival Somerfield. During 2004, in order for Morrisons to meet competition regulations following its acquisition of Safeway, Morrisons had to carry 52 of the Safeway storehouses. The first batch of 19 stores were sold to Waitrose.In August 2005 Waitrose purchased a further five former Safeway stores from Morrisons. This took the firm as far mating as Durham ( straightway closed), fitting with its long term strategy to take into a national retailer. In December 2005, Waitrose also bought another store at Biggin Hill, south east London, from Morrisons.In March 2006, Waitrose proclaimed the purchase of five additional offsetes, including ii branches in Edinburgh, situated in honest Bank and Morningside. The other three locations included Balham in sulfur western hemisphere London, Barbican in the City of London and Buxton in Derbyshire.In July 2006, Waitrose announced it had purchased another six store s from Morrisons and also a former Safeway regional dispersion centre in Aylesford, Kent expanding Waitrose to 182 stores. The six stores which were re noticeed into Waitrose are located at Hexham in Northumberland, Eastbourne in East Sussex, Formby in Merseyside, Parkstone in Poole, Dorset, Lymington in Hampshire and Portswood in Southampton, Hampshire. Since Morrisons began exchange Safeway stores in order to meet competition regulations, Waitrose had purchased 31 stores from Morrisons since 2000 and 16 from Somerfield.In 2007 four new Waitrose branches assailable, the first of which undecided in Harborne in Birmingham. This was followed by Cheadle Hulme, Greater Manchester in July. The company also revealed plans to extend and refurbish a number of branches.During 2007, Waitrose opened branches across the United Kingdom including Ampthill, Bedfordshire, replacing a Budgens store in September, a second Waitrose branch in the South at College Town, Sandhurst, Berkshire in Novem ber and also a newly built branch in Rickmansworth, Hertfordshire.In March 2008, three branches were purchased from Budgens, in Buckingham, Bayswater, in air jacket London. The same year, branches opened in Cardiff (Pontprennau), Crewkerne, Kenilworth, Newcastle upon Tyne, White City (Westfield London), Chiswick, Clapham, Edgware Road (the last mentioned three purchased from Woolworths) and Nottingham. A Waitrose store in Banstead was destroyed by parent in December 2008.In June 2008, Waitrose announced the acquisition of four Woolworths store sites for conversion to Waitrose branches in Chiswick, Battersea (Clapham Junction), Edgware Road (Marylebone) and Chapel Market, Islington. All these stores are now trading.In January 2009, Waitrose announced that they had acquired 13 sites from The Co-operative Group to be converted into Waitrose branches in Bridport, Dorset Headington, Oxfordshire Haslemere, Surrey Saxmundham, Suffolk Ponteland, Northumberland, Croydon, Surrey Upminster, Essex Stamford, Lincolnshire Holsworthy, Devon Alcester, Warwickshire Torquay, Devon Caldicot, Monmouthshire/Sir Fynwy Leigh-on-Sea, Essex as well as building another nine branches to ready a total of 22 new branches.On 12 November 2009, Waitrose opened a new branch on Byres Road in Glasgow. This is by and by having purchased the preceding Somerfield store in this location. This is the first Waitrose branch situated in Glasgow. too, a former Somerfield store in Stamford opened in June 2009.Waitrose cited it was the largest expansion in the history of the company, by adding 4,000 partners and increasing to around 220 supermarkets.Waitrose has entered into a licensing arranging with Spinneys of Dubai, United Arab Emirates to open three purpose-built branches, of which the first opened in the Dubai Mall in October 2008. Spinneys will convert 20 of their own stores to the Waitrose coiffure by 2010. The company has a long term goal of possibleness 400 branches across the UK by 20 17 and doubling its revenue to 8bn by 2016. new-fashioned developmentsWaitrose is involved in a new scheme to operate food for thought halls in key stores of sister chain John Lewis. The stores are formally branded as John Lewis Food Hall and use of the Waitrose brand is limited, but the stores do carry some Waitrose own-brand product lines. The staff furnish is also different to that of Waitrose. The first John Lewis Food Hall opened at the flagship London Oxford Street department store in October 2007 a second opened at the Bluewater branch in August 2009.Also in early 2009, following a fire which destroyed a Waitrose chief(prenominal) store in Banstead, Surrey, Waitrose took up temporary residence in the towns former Woolworths store, vacated as a result of Woolworths collapse. The store was smaller than the discredited site but allowed Waitrose to master(prenominal)tain its presence in the area until the rebuilt main store re-opened on 26 November 2009.In April 2009, Waitros e announced a prerogative deal with Welcome get word (a motorway service area operator). The two Waitrose stores which are the smallest stores in the partnership opened at Welcome Break services in Oxford and South Mimms on 1 and 15 may 2009 respectively.In Autumn 2009, Waitrose announced plans to expand its presence in the gadget store sector after successful trials of the format. These stores are smaller than the main Waitrose stores but allow the chain to retail a selection of restorative ranges in areas where there is not a suitable site for a large Waitrose supermarket. The firm also plans to expand on its presence at Welcome Break service stations. The firm has also signed a deal with Alliance Boots which will see Boots operating branded pharmacies and sell health and beauty products through Waitrose stores in return Boots stores will sell Waitrose food products.