Waitrose is expanding into airport retail, through a wholesale agreement that will see its products stocked at Heathrow for the first time.
The grocer is to begin supplying four new Relay stores at Heathrow’s Terminal Two, through an agreement with French group Lagardère Travel Retail. A range of Waitrose’s food to go lines will be stocked, including products from its premium No.1 range.
Three of the new Relay stores will be airside and one landside. The first is set to open in May and the other three by the end of the year.
“Launching at Heathrow marks our first move into airport retail and an important step in growing our brand by bringing our offer to more customers in high-traffic locations,” said Waitrose chief commercial officer Charlotte Di Cello.
“In partnership with Lagardère Travel Retail and Relay, our food to go offer will launch in four stores in Terminal Two by the end of the year, building on the progress we’re already making in travel retail, alongside continued investment in our own shops and online offer.”
It follows Waitrose revealing the latest stage of its £1bn store investment strategy last week, with plans to refurbish 30 of its existing supermarkets, as well as open new motorway convenience stores.
The partnership with Relay marks a new direction for Waitrose wholesale supply business into airport travel, following the ending of its long-term supply agreement with Dobbies Garden centres in March.
It currently supplies a number of Shell and Welcome Break service station stores, as well as some Little Waitrose stores in train stations. Waitrose products are also stocked by Scottish retailer Margiotta, and Alliance Stores in the Channel Islands under long term supply agreements.
Opening at Heathrow’s Terminal Two would bring its products to an estimated 20 million passengers a year, Waitrose said.
Nicholas Dunne, commercial director of Lagardère Travel Retail UK & Ireland, said: “This partnership with Waitrose marks a significant step in our ambition to elevate the food-to-go experience within our blended Travel Essentials offer.
“By bringing one of the UK’s most trusted premium food brands to Relay at Heathrow Terminal 2, we are combining quality, convenience and strong brand recognition to better serve passengers in a fast-paced environment.
“The partnership demonstrates our ability to leverage our cross-business line expertise and partner with leading high street brands to adapt their offer to the specific needs of travellers.”
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