THE boss of Waitrose has vowed to double sales and market share over the next decade as the chain looks to become "more accessible to more people".

Managing director Mark Price told Retail Week that he wants to take sales from £5 billion now to £10 billion and increase market share from 4.3% to around 8%.

He plans to concentrate on store openings, as well as building on initiatives such as Waitrose’s partnership with health and beauty chain Boots and the roll out of new products, including its Duchy Originals by Waitrose range.

Waitrose - the grocery arm of the John Lewis Partnership - is expected to open its first smaller convenience store format within the next two months, with possible locations thought to include Cambridge, Manchester and Liverpool.

Mr Price, who was named retail leader of the year at the Retail Week awards on Thursday night, said he expected the chain to end 2010 as the fastest growing supermarket for the second year running.

He added: "The economy will give us nothing this year and there will be no easy wins, but our plans are well developed and we’re confident."

In a weekly trading update published today, Waitrose maintained its recent strong performance with an 11.7% rise in sales to £88.9 million for the week to last Saturday. The department store part of the JL Partnership saw sales rise 14.8% to £50.4 million as 21 branches improved sales on a year earlier.

Waitrose revealed this week that chefs Delia Smith and Heston Blumenthal will act as food ambassadors for the brand, as well as appear in the grocer’s new advertising.

In its first personality-led marketing campaign, they will share their expertise and champion certain ingredients.

Waitrose wants to open a mix of 10 larger and smaller convenience stores this year and 30 next year. The Boots deal will mean Waitrose provides a lunchtime offer in Boots stores, while four Waitrose shop-in-shops will be tested in larger Boots.

The business is also expected to target further international growth after recently opening two shops in Dubai. Mr Price believes there is potential for 23 stores in Arab countries.