Waitrose has announced plans to roll out the Little Waitrose banner

Waitrose has announced plans to roll out the Little Waitrose banner

Waitrose has revealed plans to open 20 new Little Waitrose convenience stores in and around London by the end of 2012.

The upmarket UK retailer said on Saturday (2 July) that the announcement follows the successful trial of the Little Waitrose sub-brand at its Old Brompton Road store in London's upmarket south Kensington area, which opened in January

Waitrose said the brand is designed to help shoppers "easily differentiate its convenince format from the rest of its core estate".

The announcement builds on the investment the retailer is continuing to make in London this year. It said that it has already opened one full-size supermarket and five convenience stores so far in 2011.

It also plans to open two more full-size supermarkets in Wimbeldon and Stratford, as well as a further five convenience stores in the London area before Christmas.

"London is an important part of our heritage so this is another exciting milestone for our business," said managing director Mark Price. "It demonstrates our ambition to continue increasing our presence and improving our accessibility to those who wish to shop with us."