Waitrose launches housewares website: waitrosekitchen.com

Waitrose launches a brand new website today (Thursday October 22) offering customers the kit they need to prepare, cook and enjoy food at home.

From this week, waitrosekitchen.com will offer customers a range of 3,500 housewares products from 100-plus brands, from Aladdin to Zyliss.

The site will also offer ideas, expertise and inspiration to enable those who have a passion for cooking to enjoy experimenting and developing their skills. Top trends will also be highlighted, as well as a focus on seasonal products, such as juicers, smoothie makers, soup makers and steamers.

Waitrose claims the ‘total kitchen market’ is sized at over £4.5bn and has rapidly grown in recent years with online sales projected to grow to £1bn by 2018 (according to Conlumino, July 2013). The grocery retailer plans to increase its share in this expanding market six-fold within the next five years.

The launch of waitrosekitchen.co builds on the supermarket’s growing multichannel presence, which includes the recently launched specialist shops www.waitroseflorist.com and www.waitrosecellar.com, in addition to the retailer’s main website for groceries, www.waitrose.com.

Robert McCarthy, head of ecommerce, said: ‘We already offer our customers the ingredients, ideas and expertise. So waitrosekitchen.com is a natural evolution for Waitrose and a real step forward in our multichannel strategy. The essence of the site is to bring together our customers love of food and cooking with all the equipment they need. The website will give them access to exciting products, competitive prices and ultimate convenience.’

The launch now means many UK customers will be able to order waitrosekitchen.com products directly to their homes in the UK, or click and collect to their nearest branch. If customers order by 9pm, they can collect the next day from their nearest Waitrose branch.

To celebrate the launch of waitrosekitchen.com customers are being offered 20% off when they spend £30 or more, excluding kitchen appliances, until November 24.

Waitrose operates 342 shops in England, Scotland, Wales and the Channel Islands, including 61 convenience branches, and another 28 shops at Welcome Break locations.


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