Waitrose Brand Duchy Explores Spain

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August 30, 2011

Spain’s largest retailer El Corte Ingles will soon sell store brands from U.K.-based Waitrose supermarkets, adding 35 SKUs to 50 stores by the end of this year. The expansion marks the first time Waitrose has sold its brands in a premier European chain.

El Corte Ingles is an iconic chain in Spain, selling everything from fashionable apparel to cosmetics, fragrances and food. The group operates home improvement outlets, supermarkets and hypermarkets. The new store brands from Waitrose will bolster the retailers fine food selection and be sold in a dedicated department within stores under the banner “From Waitrose.”

The Spanish chain will stock a range of Duchy Originals From Waitrose in 50 of its shops and Seriously From Waitrose, its deluxe indulgent range, in two trial stores. Products include, Organic Duchy Originals, Duchy shortbread in a variety of flavors, biscuits, marmalade, lemon curd, preserves and a selection of teas.

“The relationship with Waitrose is a new opportunity to expand and enrich our range of quality organic products,” said Jose Luis Pascual, director of food marketing for El Corte Ingles. “Duchy Originals and Seriously are two strong brands which fit the El Corte Inglés commitment to product innovation and quality. In our Gourmet Club and Gourmet Experience format, which combines wine tasting with the sale of delicatessen products, we have exclusive brands which offer differentiation and allow us to meet the needs of our customers.”

El Corte Ingles is the largest department store chain in Europe and the expansion is intended as starting point for Waitrose as it looks to grow its brand presence throughout the continent. “Expanding our business into Europe supports our long term growth plans to make the Waitrose brand accessible to more people in more places,” said Rupert Ellwood, Waitrose manager of international growth. “Duchy From Waitrose is a unique British brand and our relationship with world renowned retailers like El Corte Ingles gives us the opportunity to grow the brand internationally. We hope to develop further long standing supply partnerships across Europe.”

Waitrose private label products are currently sold in 23 countries including Hong Kong, Dubai, Singapore, Caribbean, Greece, Spain and Canada.

Duchy Originals was founded by Prince Charles in 1990, and acquired by Waitrose in 2008. The British grocer was the largest seller of Duchy Originals at the time it became a store brand.

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