Sainsbury’s is set to transform nine of its stores into branded fashion destinations, aiming for a total of 50 hubs in five years.
- The initiative will feature third-party brands such as Sosandar and Simply Be, alongside Sainsbury’s own Tu clothing range.
- Customers can expect exclusive product ranges and expanded offerings in areas like maternity and lingerie.
- Participating stores this September include locations in London, Birmingham, and Norwich, among others.
- The strategy aims to enhance customer choice and drive new customer acquisition through contemporary fashion offerings.
Sainsbury’s, the well-known British supermarket chain, is embarking on a new venture to create branded fashion destinations within its stores. Initially, the transformation will apply to nine locations this September, gradually expanding to a total of 50 outlets over the next five years. This strategic move is part of Sainsbury’s broader plan to enhance its branded proposition and cater to evolving consumer preferences.
The revamped spaces will offer a curated selection of women’s fashion from renowned third-party brands including Sosandar, Simply Be, Finery, Little Mistress by Vogue Williams, Thought, Burgs, and Brakeburn. These collections will be showcased alongside Sainsbury’s established Tu clothing line, which will also continue to be available online.
Sainsbury’s aims to collaborate with over 30 brand partners, enabling the roll-out of exclusive product ranges. This expansion will notably include specialist areas such as curve, maternity, lingerie, and tailoring, thereby broadening the retailer’s clothing offering. This enhancement is designed to provide customers with greater choice and attract new clientele through an enriched shopping experience.
Sainsbury’s has targeted specific stores for the initial roll-out, including locales in Stanway – Colchester, Crayford – Dartford, Bybrook – Ashford, Longwater – Norwich, Calcot – Reading, Osmaston Park – Derby, Selly Oak – Birmingham, Sydenham – London, and London Colney – St Albans. These outlets will host between four and seven different brands, offering both new and existing customers a variety of contemporary womenswear options.
Christine Kasoulis, Sainsbury’s clothing director, expressed her enthusiasm for the venture, stating: “We’ve been harnessing the strength of our much-loved own brand range, Tu clothing, to successfully introduce fashion brands online over the last year. Building on the success we’ve seen at tu.co.uk, we’re delighted to launch our new fashion destination hubs to offer customers a curation of exciting brands when they shop with us in store.”
This initiative underscores Sainsbury’s commitment to diversifying its retail offerings and enhancing customer choice through strategic brand partnerships.
