Sainsbury’s is expanding its fashion offering by creating new destination spaces in nine stores this month.
- These spaces will feature women’s fashion from third-party brands alongside Sainsbury’s own Tu clothing range.
- The initiative is the beginning of a venture to create at least 50 fashion hubs in the next five years.
- The new fashion destinations will provide a curated selection of brands to enhance customer choice and attract new shoppers.
- Almost 40% of Tu’s branded sales this year originated from its contemporary clothing offerings.
Sainsbury’s is undertaking a significant expansion of its fashion department by introducing branded fashion destination spaces within its stores. Commencing with nine locations this month, these spaces will offer a carefully curated selection of women’s fashion brands, including Sosandar, Simply Be, Finery, Little Mistress by Vogue Williams, Thought, Burgs, and Brakeburn. These brands will enhance the existing range provided by Sainsbury’s Tu clothing line, which is also available online.
This move marks the start of a more extensive initiative aimed at establishing a minimum of 50 fashion destination hubs in the coming five years. The collaboration with third-party brands allows Sainsbury’s to provide exclusive product ranges and broaden its clothing offerings into specialised categories such as curve, maternity, lingerie, and tailoring. This strategic partnership is designed to afford customers greater variety and convenience, both online and in-store.
Sainsbury’s clothing director, Christine Kasoulis, expressed confidence in this initiative, highlighting the synergy with their existing online success at tu.co.uk. She emphasised the alignment of these brand partnerships with Sainsbury’s values, aiming to introduce new customers to their stylish offerings while providing existing customers with expanded options.
The initial rollout will occur 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 stores will feature between four and seven of the partnered brands, offering shoppers contemporary womenswear choices that are both diverse and stylish.
The introduction of these fashion hubs is a strategic move to drive customer engagement and acquisition. With nearly 40% of branded sales at Tu stemming from its contemporary clothing offerings, this expansion is poised to enhance Sainsbury’s market presence.
Sainsbury’s strategic establishment of branded fashion hubs is set to diversify and enhance its customer offerings, fostering growth and customer loyalty.
