**Waitrose Announces First Major Supermarket Since 2017, to Open in North Bristol’s New Brabazon Neighbourhood**
Waitrose has unveiled ambitious plans to launch its first brand-new, full-scale supermarket in seven years, marking a significant milestone for the upmarket grocery chain. The long-awaited store, which is to be positioned in the growing community of Brabazon, North Bristol, is slated for opening in 2027. This expansion comes amidst growing consumer anticipation for increased access to Waitrose’s well-regarded mix of quality foods, customer service, and ethical sourcing.
The announcement was made by the John Lewis Partnership, the parent company behind the supermarket chain. In what is described as a “multi-million-pound deal”, Waitrose will collaborate with YTL Developments, the group responsible for transforming the historic former Filton Airfield into the new Brabazon neighbourhood. According to the company, the upcoming 30,000 square foot store is expected to generate around 150 new jobs for local residents, providing a boost to the local economy as well as the region’s retail offering.
While Waitrose has steadily grown its presence in recent years through smaller convenience-style outlets and partnerships—including franchise arrangements with Welcome Break at motorway service locations—this will be its first substantial, full-line supermarket since the Covid-19 pandemic sent shockwaves through the industry in 2020. Post-pandemic, supermarkets nationwide have generally focused on refurbishments rather than major new builds, making Waitrose’s new development particularly noteworthy.
The company’s expansion strategy is broad, encompassing not only the Brabazon location but also a raft of new convenience stores. Recent openings include sites in The Arches, Bristol, and Southwick in West Sussex, in addition to franchise operations alongside Welcome Break at service areas in Spaldwick, Cambridgeshire, and Rotherham. The supermarket giant also has plans to further extend its Welcome Break collaboration with stores in Hickling, Leicestershire, and Newark, Nottinghamshire, by the end of the summer.
Commenting on the direction of the business, James Bailey, Waitrose’s Managing Director, underscored the company’s renewed commitment to investing in both new and existing locations. Over the next three years, Waitrose is set to pour £1 billion into the opening of fresh sites and the modernisation of about 150 of its current stores across the UK. “We are moving up a gear in store investment as we open in new locations and modernise our existing estate to bring the quality, service and value that customers love about Waitrose closer to more people,” Bailey explained. He further described Brabazon as “one of the most exciting new city districts in the UK,” noting the area’s rising significance as a regional economic and lifestyle hub.
Brabazon itself is rapidly developing a reputation as an aspirational destination. Built on the former Filton Airfield—famed as the birthplace of every UK Concorde—the new community aims to blend heritage with modern living. Seb Loyn, Planning and Development Director at YTL, hailed Waitrose’s decision as a testament to Brabazon’s growing stature. “The arrival of Waitrose in 2027 is not only great news for the thriving community of new residents at Brabazon. It shows that this new city district is now firmly established as one of the most attractive destinations for both homebuyers and commercial investment in the South West,” he noted.
Beyond commercial and retail considerations, the addition of a major supermarket is likely to be a welcome convenience for current and future Brabazon locals, as well as for neighbouring communities. The move also signals confidence in both the economic prospects and ongoing regeneration of the wider Bristol area.
Waitrose’s announcement comes at a time when many traditional supermarkets are balancing a complex landscape of shifting consumer preferences, rising costs, and the competitive pressures from discounters and online rivals. By pivoting to invest in both flagship and smaller stores, Waitrose appears keen to maintain its relevance and appeal to a broadening customer base.
Though shoppers will have to wait until 2027 to experience the new flagship store, the upcoming opening already hints at fresh momentum in the British supermarket sector—one that looks set to shape local economies and neighbourhoods for years to come.