Waitrose is to branch out into non-food items for the first time as the upmarket retailer looks to use the strength of parent company, the John Lewis Partnership.
The supermarket is launching its new virtual shop on waitrose.com on Tuesday, selling thousands of kitchen and homeware products.
The products, sourced from John Lewis department stores, will also be on sale in around 18 larger Waitrose stores.
Online shoppers will be able to select whether they have purchases delivered or will collect them at their local Waitrose.
The initiative could put pressure on Tesco, Sainsbury’s and Asda, which already stock non-food lines.
Mark Price, managing director of Waitrose, said the move will “strengthen Waitrose’s presence on the high street” and help it compete with its rivals.
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