Waitrose has struck a deal to supply upmarket Swiss department store Manor as it builds its international export business.
Around 120 Waitrose products will be available in the food hall of the department store’s Geneva branch from this week, before rolling out to a further six branches in other Swiss cities including Zurich and Basel at the beginning of next month.
Waitrose said there is the potential for products to be sold in up to 40 of the department stores 65 outlets with food halls if the pilot is successful.
The lines include frozen products, condiments and biscuits in its Waitrose Seriously and Essentials range.
The grocer exports to more than 45 countries from the US and Canada to the Far East and Australia and plans to grow its European presence.
In April, Waitrose inked a deal to supply Eurostar with food for all journeys on the train service.
Waitrose business to business director David Morton said: “This is an exciting move as part of our plans to make our brand available to more people in more places and grow our presence in Europe.
“Wherever we launch our products, we tend to find that the best-sellers are those associated with Britain, such as tea and biscuits and we are confident that our range in Switzerland will be popular with locals and expats alike.”