// Sainsbury’s will start stocking Little Mistress online and in selected stores later this year
// The move comes a month after Sosandar signed a new wholesale partnership with the supermarket
Sainsbury’s is set to begin stocking Little Mistress online and in selected stores later this year, Drapers reports.
The new deal will expand the third-party partnerships of the women’s fashion retailer, which is already stocked across a variety of major retailers including John Lewis, M&S, Next, JD Williams, Matalan and Asos.
It comes after Matalan added Little Mistress to its own-label offering last September, along with 17 other third-party brands, including Clarks and Ben Sherman.
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Chief executive and founder of Little Mistress Mark Ashton told the title: “We continue to adapt our collections to respond to demand from our retail partners and customers alike whilst driving our existing collaborations with talent. We are able to offer our big retailers’ exclusive colours and styles at sharper prices which has proved increasingly important throughout the cost-of-living crisis.
“Sainsburys is one of the UK’s most loved and trusted stores with customers returning weekly, even daily, for their food shop. The strong presence of fashion product in its superstores and online will see us reach a new demographic.”
Last month, Sosandar signed a new wholesale partnership with Sainsbury’s to sell a curated collection of the fashion retailer‘s products.
A selected range of the fashion brand’s best selling clothing styles and accessories will first be sold via the supermarket’s website before being rolled out to a number of Sainsbury’s stores later this year.
Sosandar said the partnership, which gives it it’s first in-store presence, will enable it to truly become an omnichannel retailer and will help raise brand awareness across its target demographic.
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