Upmarket UK grocer Waitrose is rebranding to Waitrose & Partners, as part of a restructuring exercise at its parent, John Lewis, which is similarly rebranding, to John Lewis & Partners.
The group said that the change has been implemented to highlight the partnership business model of both operations, amid increased investment in the services offered by the group's 83,000 partners.
Yesterday, the new branding was revealed on the facades of Waitrose stores in Edgware Road and Clerkenwell, in London, as well as on various in-store merchandise and the online platforms.
New Identity
John Lewis & Partners said that the full identity change to all 348 Waitrose and 50 John Lewis stores, as well as its fleet of 3,500 lorries and vans, is being phased in over a number of years, tying in with refurbishment plans at the group.
Waitrose's own-brand product ranges will be overhauled starting in October, with the roll-out of the new Christmas range, as well as a free-from range.
“This moment is far more significant than simply adding words and changing the design,” said Rob Collins, Waitrose & Partners' managing director.
“It symbolises something bigger, expressing what’s different about our business and signalling our intent to make that difference count for even more: committed, knowledgeable partners who care about the business they own, sharing their love of food, and offering great customer service,” added Collins.
The new identity will be supported by the first-ever joint John Lewis & Partners and Waitrose & Partners national marketing campaign, which will feature Queen's 'Bohemian Rhapsody'.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
