Sainsbury’s and Oasis have struck a concession deal to bring the latter’s fashion ranges to customers in five Sainsbury’s supermarkets.
To be rolled out during a trial phase at first, two concessions will open before Christmas in Sydenham, south London and the brand new, soon-to-be open Selly Oak supermarket near Birmingham.
Sainsbury’s is aiming to have a total of five Oasis concessions by early spring next year.
This will be the first time Oasis has made its ranges available to customers in a supermarket setting and Sainsbury’s said the locations are selected based on the strong performance of its own-brand Tu clothing ranges.
It added that in the case of Selly Oak, it hoped both Oasis and Tu would Sainsbury’s a fashion destination for the area.
Sainsbury’s said fashion now accounts for £1 billion of its sales, available to customers in 437 supermarkets, via the Tu website and also on the Argos website.
The Oasis concessions are also the latest in series of deals done by Sainsbury’s to improve its offerings and use of excess space.
The Big 4 retailer now has more than 400,000sq ft dedicated to third party concessions in its supermarkets, including partnerships with Clarks, Specsavers, Patisserie Valerie, Timpson, Jessops and Sushi Gourmet.
It said that the Oasis concessions will range from 800sq ft to 1500sq ft per unit.
“[Oasis’] on-trend fashion ranges will complement our high quality Tu clothing offer and support our strategy to make our stores leading fashion destinations,” Sainsbury’s commercial director James Brown said.
“The initial trial will see two stores open in time for Christmas which is brilliant news for those looking for a party outfit or a special gift.”
Oasis chief executive designate Hash Ladha said: “This is about presenting the Oasis product proposition and brand experience to Sainsbury’s customers.
“The customer demographic of both brands is very similar and therefore it is a natural strategic partnership.
“We are looking forward to opening two stores before Christmas and another three early next year and presenting our brand to new customers.”
Sainsbury’s biggest rival, Tesco, has also trialled concessions with fashion brands such as Arcadia and Next.