Big four supermarket Morrisons is now among the UK’s top 20 fashion retailers by market share as a result of its growing adult and childrenswear basics label Nutmeg. Following its launch in 2013, Morrisons is the last of the grocers to join the top rankings.
Launched in 2013, the Nutmeg label offers children’s clothing from birth to 13 years as well as adults basics such as nightwear and underwear. In the year to January 2016, it exceeded 3.1m transactions and now ranks as 20th top UK fashion retailer following Amazon and eBay.
Primark currently holds the top position, followed by Asda’s George, Marks & Spencer, Tesco and Next.
Currently available in 304 of Morrisons’ 498 stores, the clothing brand will be in all branches by the end of the year.
“Sales have increased 25% over the last 12 months, and there’s still room for growth as we aim for a presence in every supermarket before December” said Nutmeg Category Director Christine Bryce.
“We’ll continue to work at raising awareness of Nutmeg and introducing even more customers to it by providing good quality and excellent value.”