Sainsbury’s is transforming its retail spaces with new fashion destinations in select stores, aiming to enhance its brand offerings.
- The initiative starts with nine stores, showcasing a curated collection from third-party fashion brands alongside Sainsbury’s own Tu clothing.
- Plans are set to expand these destinations to 50 stores in the coming years, reflecting Sainsbury’s strategic growth in branded fashion.
- The curated collections will include contemporary womenswear brands such as Sosandar and Simply Be, offering exclusive product ranges.
- The new fashion spaces aim to enhance customer choice and attract new shoppers, with a significant portion of sales coming from branded collections.
Sainsbury’s is redefining its in-store experience by introducing dedicated fashion destinations in nine stores this month. These spaces will present a curated selection of complementary brands alongside its in-house Tu clothing line. This initiative marks the beginning of a larger plan to establish 50 such fashion hubs within its supermarket chain in the next five years, aligning with its strategy to accelerate the growth of its branded fashion offerings.
The initial nine stores will feature a selection of women’s fashion from third-party brands, including Sosandar and Simply Be, along with collections from Finery, Little Mistress by Vogue Williams, Thought, Burgs, and Brakeburn. These branded offerings will be available in conjunction with Sainsbury’s Tu clothing, which continues to be a staple for the retailer. The clothing ranges are also accessible online, providing broader reach and convenience for customers shopping at Tu.co.uk.
By collaborating with these renowned fashion brands, Sainsbury’s seeks to expand its clothing offerings across more niche segments such as curve, maternity, lingerie, and tailoring. This diversification not only enhances the variety available to customers but also reinforces Sainsbury’s presence in the fashion retail space by ensuring an inclusive approach to its clothing lines.
These new fashion hubs will be rolled out in locations including Stanway, Colchester; Crayford, Dartford; Bybrook, Ashford; Longwater, Norwich; Calcot, Reading; Osmaston Park, Derby; Selly Oak, Birmingham; Sydenham, London; and London Colney, St Albans. Within these stores, between four to seven brands will be featured, providing both new and existing customers with a contemporary selection of womenswear.
Christine Kasoulis, Sainsbury’s Clothing Director, emphasized the significance of these developments, 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.”
Sainsbury’s strategic initiative to develop branded fashion destinations is poised to significantly enhance its retail offering and customer engagement.
