Sainsbury’s has announced its new partnership with fashion company Sosandar to sell a curated collection of its products through the Big 4 grocer.
Through the agreement, a selected range will begin to be sold through the supermarket giant’s website this year, with selected stores planned later this year as Sainsbury’s increases its collaborations with fashion brands.
The partnership with Sainsbury’s adds to existing online partnerships that Sosandar has with John Lewis, Marks and Spencer, Next, The Very Group and JD Williams.
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The collaboration, which includes the company’s first in-store presence.
“We are delighted to secure a new partnership with another renowned British retailer, Sainsbury’s, to sell our womenswear collections,” Sosandar co-CEO Ali Hall and Julie Lavington said.
“This new relationship comes off the back off a record period of trading with our existing third parties and is testament to the strength of our brand and product range as it continues to resonate with customers.
“To be one of Sainsbury’s key fashion partners is an incredibly proud moment for us. In line with our objective to provide our large but underserved demographic with more opportunities to purchase our unique and diverse products, this elevates our strategy from pureplay to an omnichannel brand.”
They added: “We believe that being an omnichannel business enhances our brand equity, will accelerate growth in our market share and brand awareness, whilst also providing us with a wider breadth of quality potential partners internationally.
“We are looking forward to working together and are excited to see a positive outcome for both our businesses.”