Waitrose steps into fashion and beauty market in Canary Wharf

Waitrose to sell fashion and beauty lines

Waitrose to sell fashion and beauty lines

Waitrose is re-launching its flagship store in Canary Wharf today (8 September 2011) as Waitrose, Food, Fashion & Home.

The £15m revamp of the three-storey 74,000sq ft store introduces men’s and women’s fashion to the Waitrose brand and a beauty department. 

According to Waitrose, all non-food lines in the Canary Wharf  store have been sourced by John Lewis buying teams.

Waitrose managing director Mark Price said: “This is our biggest ever investment in an existing branch, and we’re excited about the changes we’ve made. The branch won awards when it was built nearly 10 years ago, and this transformation will underline its status as our flagship shop and as a major shopping destination in its own right.  

“We’re confident it will be an inspirational shopping experience for our customers, and we’re especially pleased that the refurbishment will allow us to bring another 150 partners into our business.”

Waitrose’s top turnover store, Canary Wharf serves 80,000 customers a week, many of who commute to work. 

According to the retailer, Canary Wharf as a whole has a population of 90,000 daily workers – which is expected to increase to 120,000 over next two years.

The ground floor focuses on food and eateries. According to Waitrose, it meets the needs of the customer in a hurry – the average City lunch break is 17 minutes – with a food for now range, which includes bread straight from the oven; and the Waitrose food to go range with sandwiches and deli products for eating on the move.

Fresh and quick choices are also available, from cold food, such as sushi and sandwiches, to hot food, including noodles, rice, pasta, soup, stew and tagines; along with new products like chicken in a bag. These are brought together at the front of store for the first time, making it easier for time-pressed workers to grab a quick bite, said Waitrose. 

The ground floor also offers a ‘stop and perch’ espresso bar offering a range of coffees, including single origin; plus a range of Didier Patisseries including mini croissants, pain au chocolat, palmiers and fresh fruit Danish pastries. 

For customers looking to do a main supermarket shop, the store offers meat, fish, bakery and delicatessen counters; while the number of checkouts has increased from 27 to 44.

The branch also features a wine bar wine bar and a steak and oyster bar, with 24 covers available.

The first floor introduces a 74-seat cafe and homewares department, including a cookshop with a range of cookware and tabletop products. There is also a range of gift and stationery products plus haberdashery.

The second floor features women’s fashion and accessories; menswear and electronics; beauty brands for men and women; sports and travel goods.

Featured fashion brands include Longchamp, Osprey, DKNY and Modalu. 

Women’s shoe brands include Uggs, Converse, Fitflops and Totes with womenswear debuts from Levi’s, Damsel In A Dress, Coast and Barbour.

For men, the branch sells shoes from brands including Barkers and Timberland and menswear from Hackett and Lyle & Scott.

The Canary Wharf store also introduces the first Waitrose beauty department featuring perfumes and colognes.

The sports section of the store introduces a gait analysis machine, sponsored by Asics, giving customers the chance to receive advice on the best running shoe to suit their style. In addition, there will be four new exclusive Asics running shoes in the range for autumn/winter 2011.