Sainsbury’s is aiming to launch a new online marketplace for high street fashion brands.

The Big 4 grocer has been pitching to brands the idea of selling via its website and in up to 60 larger stores, The Times reported.

According to industry sources, Sainsbury’s has approached clothing brands including Jigsaw, White Stuff and Yours Clothing.

The launch will be led by the supermarket giant’s general merchandise commercial director and former John Lewis managing director, Paula Nickolds.

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It will also be supported by Sainsbury’s director of clothing, home and furniture, Christine Kasoulis, who also joined from John Lewis in 2022.

The retailer is said to be adaptable with brands on its terms of conditions and is offering lower rates of commission than John Lewis, which generally charges at least 40%.

Earlier this year, Sainsbury’s teamed up with Sosandar to sell a selected range of the fashion brand’s best selling clothing styles and accessories both online and in store.

In February, the supermarket also launched a partnership with womenswear brand, Little Mistress to stock its new SS23 collection via the supermarkets own online clothing brand, Tu.