Waitrose has launched a new assault on the cookshop market with the creation of a dedicated cookshop website and the announcement that it intends to ramp up significantly its presence in the sector.
www.waitrosekitchen.com offers customers a wider range online of over 3,000 products, from cookware and utensils to cookbooks, coffee machines and blenders. The site also offers ideas, expertise and inspiration.

The total kitchen market is valued at over £4.5bn and has grown rapidly in recent years, with online sales projected to grow to £1bn by 2018. Waitrose says it plans to increase its share of the market six-fold over the next five years.

The launch of waitrosekitchen.com builds on the supermarket's growing multichannel presence. Recently-launched specialist websites include www.waitrosegarden.com, www.waitrosepet.com, www.waitroseflorist.com, www.waitrosecellar.com and www.waitrosegifts.com, in addition to the retailer's main website for groceries, www.waitrose.com.

In addition to hundreds of own-brand products, the new cookshop website also features top brands such as Le Creuset, KitchenAid and Nordicware, as well as niche products such as an automatic pan stirrer and a handheld smoker.

Top trends will also be highlighted on the site and there will be a focus on seasonal products such as juicers, smoothie makers, soup makers and steamers.

The launch means that many UK customers will be able to order waitrosekitchen.com products directly to their homes, or click and collect the next day from their nearest branch.

To celebrate the launch of waitrosekitchen.com customers are being offered 20% off when they spend £30 or more, excluding kitchen appliances, until November 24 2015.