Waitrose May Export Prince Charles’ Line to Former Colonies
While the British media
loves stories about the so-called special relationship between the U.S. and
U.K., politically, there is another special relationship that is likely to
be strengthened further in coming months. Our mutual love of one another’s
good food will soon be enhanced by the arrival of Waitrose products in American
Unlike Bahrain, the United Arab Emirates and Channel Islands,
where they have foreign franchise operations, the chain will not be opening
its own stores. Instead, assorted products will be exported for other stores
to stock, presumably in line with what David Morton, Waitrose’s director of
international development, describes as "long term growth plans to make
the Waitrose brand accessible to more people in more places." Waitrose
products are already available in 25 countries, including the Caribbean.
were first raised by the Financial Times last September
when it reported Waitrose was "talking to North American retailers and
distributors about selling Duchy Originals products in U.S. stores. Waitrose
hopes to have a selection of the range in U.S. outlets next spring, according
to people familiar with the plans."
Duchy has been renamed Duchy Originals
from Waitrose, giving shoppers a double hit of the brand name on which to rely.
Duchy Originals was founded by Prince Charles and licensed exclusively to Waitrose
in 2009. According to the Financial
is anticipated that U.S. expansion will begin with a range of ‘quintessentially
British’ products such as biscuits, honey and jam. … Eventually,
Waitrose hopes to produce locally in the U.S."
A spokesperson from Waitrose
Communications told RetailWire this week, "Whilst
I can confirm it will involve Waitrose branded products, I’m afraid we don’t
have any more details at this stage."
Waitrose was named in January,
for the second consecutive year, as Britain’s
favourite supermarket in a survey of more than 12,000 members of consumer publication Which?.
- Waitrose eyes North American exports push – The Grocer
to export to US and Canada – Daily Telegraph
crowned Britain’s favourite supermarket – Daily Telegraph
- Waitrose goes head to head with Ocado – Financial Times
eyes Duchy Originals US push – Financial Times
Discussion Questions: Is this the right time for an upmarket British brand to launch in the U.S.? Will the connection between Prince Charles and Duchy Originals be a plus or minus for the brand if it enters the U.S. market?