Waitrose shops at Tesco to find new managing director

John Lewis Partnership has named a former Tesco and Marks & Spencer marketing chief as the new managing director of Waitrose.

Tom Denyard will join in January, succeeding James Bailey who is leaving at the end of September; retail director Tina Mitchell will be interim MD until he takes up his new role.

In a retail career spanning two decades, Denyard stared out at Unilever, as a graduate management trainee, working across various parts of the business, before switching to M&S as head of brand, food in 2011.

He then returned to Unilever as global strategy director for personal care before joining Tesco as a category director. Denyard was then appointed COO of Tesco stores in Malaysia; followed by CEO of Tesco Mobile and was most recently managing director of Tesco online.

John Lewis Partnership chairman Jason Tarry said: “I’m delighted to appoint Tom as the managing director for Waitrose. Tom’s blend of brand, customer, commercial and operational experience make him the ideal person to take the business forward.

“I’m confident that under his guidance, Waitrose will continue to thrive and innovate, delivering exceptional quality and service to our customers, building on the impressive progress made by James Bailey and the Waitrose team.”

Denyard added: “I’m excited to take on the role of managing director for Waitrose and join a broader partnership I hugely admire. Waitrose is a brilliant brand with wonderful values and fantastic partners, which bring them to life day in and day out for our customers.

“I can’t wait to start the work of building on the terrific progress James and the whole team have made in enhancing the customer offer in recent years, and ensuring Waitrose is the destination for quality food and outstanding service.”

Earlier this week, Waitrose launched a new “Little Treat” loyalty club pilot ahead of a major relaunch later this year offering additional benefits to members every time they spend £50, £100 and £250.

In March, the retailer raided Sainsbury’s to bring in its first ever head of loyalty. Alex Lovell had been at Sainsbury’s for nearly 12 years, during which time she had been head of brand growth, head of loyalty and most recently customer director of its Smart Charge EV business.