Waitrose has reopened its expansion strategy with the launch of a new full-line supermarket in Cricklewood, north London, marking the retailer’s first opening of this format in eight years.
The 18,000 sq ft store, which opened on 22 October, forms part of a £1 billion multi-year investment programme aimed at expanding the retailer’s physical presence while upgrading existing stores and strengthening its online and wholesale operations.
The Cricklewood supermarket follows Waitrose’s “Home of Food Lovers” concept, which is designed to combine premium food ranges with specialist service and a stronger focus on fresh products. This store includes dedicated meat, fish and sushi counters, an in-store bakery, specialist cheese and wine ranges and a fruit and vegetable department featuring organic, Fairtrade and regeneratively farmed produce.
Fresh produce at the centre of the offer
The renewed focus on the supermarket format comes as Waitrose seeks to reinforce its positioning around quality, provenance and food expertise. Its fresh produce offer forms part of this strategy, with the retailer highlighting products linked to organic production, Fairtrade and regenerative farming.
The new store has also created 69 new Partner roles, alongside 53 experienced employees, reinforcing Waitrose’s model as part of the employee-owned John Lewis Partnership.
Further openings planned
The Cricklewood launch is the first step in a broader expansion programme. Waitrose plans to open another full-line supermarket in Hale Barns, Greater Manchester, in November, while four additional sites are scheduled to come online from 2027.
These include a neighbourhood store in Oakham, Rutland, and convenience stores in Bedminster in Bristol, Chalk Farm in London and Springstead Village in Cambridge.
The retailer is also continuing to invest in its existing estate, with 29 store refurbishments planned during 2026, while a new South West distribution centre in Avonmouth is scheduled to open early next year.
Rather than pursuing a single store format, Waitrose is adapting the size and concept of its shops to the characteristics of each location. The strategy combines larger supermarkets with neighbourhood and convenience stores, reflecting changes in shopping habits and the demand for greater flexibility.
The expansion represents a significant shift for Waitrose after several years of limited growth in its supermarket estate. Waitrose is now seeking to bring its premium food proposition to more communities while investing in the physical and digital infrastructure needed to support its long-term growth.
