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Waitrose targets new global customers through partnership

Waitrose targets new global customers through partnership

Waitrose is looking for new global customers as it seeks to expand in international markets.

The retailer has become the first supermarket to sell own-label products through the British Corner Shop website. The online shop delivers British customers to customers around the world. Waitrose, a Leading retailer in IRUK Top500 research, says the move will give it access to new markets including the USA and Germany. Neither is among the 60 countries to which Waitrose already exports.

“British Corner Shop gives a global audience access to Waitrose and provides a platform for our British suppliers to showcase the great food and drink they produce,” said the supermarket’s commercial director Mark Williamson. “We are proud that our brand continues to retain the loyalty and trust of customers wherever they are in the world.”

British Corner Shop managing director Mark Callaghan said: “Extending the current British Corner Shop range with over 2,000 Waitrose product lines gives our customers greater choice.

“We know the brand will go down well with our British expat customer base, in particular categories such as biscuits and household are in demand, and the Waitrose Duchy Organic brand is often requested.”

The deal adds to the 10,000 products already stocked by British Corner Shop. Lines on offer will include items from the Duchy Organic, Baby, essential and the recently-launched 1* ranges.

It comes soon after Waitrose agreed a deal to sell its products to Chinese consumers through the Royal Mail website on Tmall, part of the Alibaba Group. When it unveiled that partnership, back in April, it said China had the potential to become its biggest international market in the next three to five years.

British Corner Shop was established in 1999 and acquired by Mark Callaghan in 2014. It employs 40 people and ships packages to 138 countries.

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