(Author : European Supermarket Magazine)
French retailer Franprix has signed a one-year deal to sell private label products from upmarket British grocer Waitrose in its stores.
Franprix says that it has been looking for new premium partnerships, both in France and internationally. “This new offer is in response to customer demand for new discoveries and novelties,” said Jean-Paul Mochet, managing director of Franprix.
“We are very proud to exclusively offer Waitrose brand products in France. We share values related to innovation and quality, but also strong commitments to social and environmental responsibility.”
Franprix says that Waitrose offers ‘the best English specialities’, and will stock items from four of the UK retailer’s own-brand ranges – Duchy Organic, Essential Waitrose, Waitrose 1, and Waitrose LoveLife. This offering will include products such as cheese, porridge, crisps, chocolate, marmalade, and biscuits. These will be available at 50 Franprix stores from the beginning of December.
Franprix has been developing its retail concept over the past three years, with the Mandarine, Mandarine Vitaminée, and the recently launched Noé convenience stores.
Source : esmmagazine.com