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Waitrose launches kitchenware website

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Waitrose has stepped into the £4.5bn kitchen market with a cookware website. currently offers shoppers a range of more than 3,000 products, from cookware to spiralizers and blenders – and the retailer aims to increase its share of the market by six times over the next five years.

The new site adds to Waitrose’s specialist florist, gift, garden and pet websites.

Robert McCarthy, head of ecommerce, said: “We already offer our customers the ingredients, ideas and expertise and so is a natural evolution for Waitrose and a real step forward in our multichannel strategy. The essence of the site is to bring together our customers love of food and cooking with all the equipment they need. The website will give them access to exciting products, competitive prices and ultimate convenience.”

The site is intended to act as a hub for Waitrose’s kitchen content, from Waitrose TV and social media to in-store events.

Customers who order by 9pm can collect the next day from their local Waitrose, while home delivery options are also available.

The launch came as Waitrose released a report on how we now shop in an age of multichannel convenience. Half of shoppers, it found buy little and often, with a focus on fresh food for the same day. Meanwhile those buying online shoppers stock up on cleaning and store cupboard product, buying twice as many of these as those visiting a store.

Mark Price, Waitrose managing director, said: ‘Our research has uncovered a fascinating phenomenon. In this ‘open all hours’ culture, two-thirds of us say we feel overwhelmed by the proliferation of choice available, and feel the need to reimpose boundaries when it comes to family life.”

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