Supermarket Sainsbury’s has seen annual sales of its general merchandise range hit £1 billion for the first time, it has been announced today.
Covering homewares, cooking goods and domestic appliances, the grocer’s general merchandise offer has reported growth at three times the rate of its food range.
Last month, Sainsbury’s reported record breaking festive sales following its strongest ever week of trading in the week before Christmas.
Cookware sales have grown 16 per cent over the past year, while its small electricals range has seen growth of 21 per cent year-on-year and Sainsbury’s explained that its general merchandise business has “huge potential to carry on growing beyond the £1 billion sales milestone, as it continues to expand in both size and scope.”
Roger Burnley, Sainsbury’s Managing Director for General Merchandise, Clothing and Logistics, explained that shoppers who buy from the supermarket’s non-food range spend more with them overall and the expansion of the range highlights the offers “huge potential”.
He added: “Rather than just add line after line to the range we’ve been careful to ensure that our famous brand values of quality and great value have shone through in everything we sell and we have been very successful in identifying and adapting to changing shopping habits.
“We’ve also put real focus on areas that complement our unrivalled heritage in fresh food such as cookware and homewares.
“This gives our customers confidence when they shop with us.”