Announcing its foray into the convenience sector in July 2008, Waitrose opened its first convenience store in Nottingham in December of that year. In September 2009, it was announced that a large-scale roll-out of the concept was planned, opening up to 300 stores in 5 to 10 years.
The new arm will operate in a two-tier environment, with the majority of sites expected to trade from 2,500–3,000 sq ft and some trading from a larger 5,000–7,000 sq ft floor plate. A trial of a 'little Waitrose' fascia on smaller floor plate stores may yet lead to brand differentiation of some or all of the convenience estate.
As of 1 February 2012 there were 29 little Waitrose convenience stores