Waitrose has signed a deal to sell its Duchy Originals brand in Spain through local retailer El Corte Inglés.
The retailer said 35 products from the Duchy Originals from Waitrose range, including shortbread, biscuits and marmalade, would be sold in 50 El Corte Inglés stores by the end of the year. The first products went on sale in El Corte Inglés outlets in Alicante at the end of June. Two stores will also sell lines from the Seriously From Waitrose on a trial basis.
Waitrose said El Corte Inglés was the first “premium European multiple” to sell its products. Rupert Ellwood, manager for international growth at Waitrose, said the UK retailer would look for similar deals on the continent.
“Expanding our business into Europe supports our long term growth plans to make the Waitrose brand accessible to more people in more places,” Ellwood said. “Duchy From Waitrose is a unique British brand and our relationship with world-renowned retailers like El Corte Ingles gives us the opportunity to grow the brand internationally. We hope to develop further long standing supply partnerships across Europe.”
Jose Luis Pascual, director of food marketing at El Corte Inglés, said the deal would “expand and enrich” the retailer’s range of “quality organic products”.
“Duchy Originals and Seriously are two strong brands which fit the El Corte Inglés commitment to product innovation and quality,” he added.
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