Waitrose has announced ambitious plans to double its sales and market share in the next 10 years, on reporting yet another strong performance.
Waitrose maintained its recent strong performance with an 11.7 per cent rise in sales to £88.9 million for the week ending last Saturday.
Managing director Mark Price told Retail Week, it intended to make the premium supermarket chain "more accessible to more people" over the next decade.
Price said that he wants to take sales from £5 billion now to £10bn and increase market share from 4.3 per cent to around eight per cent.
He plans to concentrate on store openings, as well as building on initiatives such as Waitrose's partnership with health and beauty chain Boots.
The news comes at a strong time for the retailer. It is expected to open its first smaller convenience store format within the next two months, with Cambridge, Manchester and Liverpool thought to be among the likely locations.
Waitrose wants to open a mix of 10 larger and smaller convenience stores this year and 30 next year.
Waitrose revealed its first personality-led marketing campaign last week, with celebrity chefs Delia Smith and Heston Blumenthal appearing in the grocer's new advertising, championing various foods and recipes.
Price said: "The economy will give us nothing this year and there will be no easy wins, but our plans are well developed and we're confident."
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