UK | Waitrose has expanded into airport travel retail for the first time, through a wholesale partnership with Lagardère Travel Retail, operator of the RELAY brand and an established presence in travel hubs around the world.
The partnership will see Waitrose products stocked in four RELAY stores in Heathrow Terminal 2, bringing the brand to more customers in a high-traffic location and supporting its broader growth in convenient locations and channels.
Three of the stores will be airside, and one will be landside, with all four due to open by the end of the year. Each will offer a range of Waitrose food-to-go products tailored to passengers at Heathrow, including the brand’s much-loved No. 1 range.
The move forms part of Waitrose’s strategy to grow through additional channels alongside continued investment in its own shops and online business. Heathrow Terminal 2 serves around 20 million arriving and departing passengers a year, giving Waitrose access to a new customer base in one of the world’s busiest travel hubs.
“Launching at Heathrow marks our first move into airport retail and an important step in growing our brand by bringing our offer to more customers in high-traffic locations,” said Charlotte Di Cello, Waitrose Chief Commercial Officer.
“In partnership with Lagardère Travel Retail and RELAY, our food-to-go offer will launch in four stores in Terminal 2 by the end of the year, building on the progress we’re already making in travel retail, alongside continued investment in our own shops and online offer.”
The first RELAY store featuring Waitrose products is scheduled to open in May in Heathrow Terminal 2. The upper-level airside store will be open 7 days a week from 5 am to 10 pm to meet the needs of time-pressed travellers looking for convenience, quality and value.
The range will include sandwiches from Waitrose’s much-loved No. 1 range, wraps, salads, sushi, snack pots and fresh fruit. Those with early departures can find baked goods such as croissants as well as granola, juices and smoothies. Relay shops will also offer Waitrose meal deals.
Nicholas Dunne, Commercial Director of Lagardère Travel Retail UK & Ireland, added that this partnership with Waitrose marked a significant step in its ambition to elevate the food-to-go experience within our blended Travel Essentials offer.
By bringing one of the UK’s most trusted premium food brands to Relay at Heathrow Terminal 2, Lagardère Travel Retail UK & Ireland has combined quality, convenience, and strong brand recognition to better serve passengers in a fast-paced environment.
“The partnership demonstrates our ability to leverage our cross-business line expertise and partner with leading High Street brands to adapt their offer to the specific needs of travellers.”
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