Sainsbury’s is creating new fashion destination spaces across nine stores this month that will host a curated offer of complimentary brand partners alongside its Tu clothing range.
The move forms the start of a new venture to create at least 50 fashion destination hubs in the supermarket giant’s stores as it looks to grow its branded propostition at pace over the next five years.
Sainsbury’s nine initial stores will be offering a curated edit of women’s fashion from third-party brands including Sosandar and Simply Be, as well as collections from Finery, Little Mistress by Vogue Williams, Thought, Burgs and Brakeburn.
These will be available alongside the retailer’s Tu clothing brand which, with the over 30 brand partners, will also be available online at Tu.co.uk.
Working with these brands, the grocer will roll out exclusive product ranges and will be supporting the expansion of the broader clothing offering across more specialist areas such as curve, maternity, lingerie and tailoring.
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The partners will provide shoppers with greater choice and help drive new customer acquisition as almost 40% of branded sales at Tu came from its contemporary clothing brand offer this year.
Stores included in the September roll out are Stanway – Colchester, Crayford – Dartford, Bybrook – Ashford, Longwater – Norwich, Calcot – Reading, Osmaston Park – Derby, Selly Oak – Birmingham, Sydenham – London and London Colney – St Albans.
These stores will range between four and seven of the brands to provide new and existing customers with contemporary womenswear fashion.
Sainsbury’s clothing director, Christine Kasoulis, said: “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.
“We’re proud to be collaborating with so many brilliant partners that align to our values and who we hope will introduce new customers to our stylish Tu clothing range while giving our existing customers even more variety, whenevr and however they choose to shop with us.”
