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Waitrose

Waitrose

Company: John Lewis Plc

Brand value: US$1,120 million

Change since 2019: -9%

Headquarter city: Bracknell        

Category: Retail

Year formed: 1904

Waitrose is an upmarket supermarket chain with 349 stores across the UK. The brand positions itself as a champion of British produce and fair treatment for suppliers and customers to encourage sustainable healthy living. Early this year, a restructuring of Waitrose and department store stablemate John Lewis brought both brands together to be run as a single business, with a slimmed-down management team. The structure, known as the “Future Partnership” is designed to reduce costs by £100 million a year and better position Waitrose and John Lewis in an increasingly challenging retail environment. In April, former Sainsbury’s executive James Bailey was appointed executive director for Waitrose.

In early 2020, Waitrose created a series of “slow TV” spots focusing on the quality and taste of staple food items such as eggs, olive oil and sourdough. The tagline, “You can taste when it’s Waitrose & Partners”, underscores the brand’s premium positioning. Waitrose is also continuing its efforts to tackle plastic waste with a long-term “Partners against Waste” campaign.

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