EH Booth, a one-time Nisa member, has clinched a deal with online retailing colossus Amazon that extends its reach into Waitrose territory.
Booths, often referred to as ’the Waitrose of the North’, will now make its own-brand groceries - from Medium Spiced Chicken Tikka Massala to Pesto-Topped Houmous - available to AmazonFresh customers in 302 postcodes across London, Surrey, Hampshire, Bedfordshire and Hertfordshire.
The products include ready meals, cheeses and deli products among “hundreds of other Booths products”.
Edwin Booth, chief executive and chairman of the 28-store retailer, said the deal was good news for both parties as well as customers.
“Retailing to a wider UK customer base online offers Booths a tremendous opportunity to grow the Booths brand and business outside the North,” said Booth, a former chairman of Nisa.
AmazonFresh International vice-president Ajay Kavan, said: “We know customers love high-quality ready meals, delicatessen and produce.”
People across London and the South East would love Booths’ offer, he said.
“Our customers tell us they look for choice, value and convenience from AmazonFresh. That’s why we’ve added Booths to our great selection of products from Morrisons and Whole Foods Market as well as local shops and big name brands, brought together with same-day delivery and the everyday low prices that Amazon is known for.”