Brand Introduction

Launching Year : 2012

Waitrose, which started as a small grocery store in the western part of London in 1904, owned by Wallace Waite and Arthur Rose & Taylor, has grown to become the most loved brand in England after delivering goods to the British Monarchy. It sells private-brand products that target various lifestyles, such as Essential Waitrose, Love Life, Cooks Ingredients, Heston, Seriously and Duchy Original. The premium food brand Duchy Original, established by Prince Charles in 1990, was acquired by Waitrose in 2010. It mainly produces goods using environmentally-friendly techniques and farming techniques that consider sustainability, such as organic agriculture and grazing. It is strict in its philosophy of never increasing the amount of production despite a lack of supplies.