Sainsbury’s is set to unveil new fashion destination spaces across nine of its stores later this month, hosting a “curated offer of complementary brand partners” alongside its Tu collection.
The supermarket called the move “an exciting new venture” as it creates at least 50 fashion destination hubs in its stores, looking to grow its branded proposition at pace over the next five years amid evolving customers needs.
Sainsbury’s 23m customers will have access to “carefully curated brands” alongside Tu clothing across both online and the new hubs on the shop floor, supporting its ambitions to become a leading physical and digital destination for inclusive family fashion in the UK.
By working closely with these brands, Sainsbury’s will offer exclusive product ranges and support the expansion of the broader clothing offering, particularly across more specialist product areas such as curve, maternity, lingerie and tailoring.
The initial nine high footfall stores included in the launch of these fashion destination hubs will offer an edit of women’s fashion from brands including Sosandar and Simply Be alongside collections from Finery, Little Mistress by Vogue Williams and more.
Customers will also be able to shop the full range of over 30 brand partners online at Tu.co.uk, where they can use rapid delivery options alongside the opportunity to collect and spend Nectar points.
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Stores included in the September roll out of fashion destination hubs will be: Stanway – Colchester, Crayford – Dartford, Bybrook – Ashford, Longwater – Norwich, Calcot – Reading, Osmaston Park – Derby, Selly Oak – Birmingham, Sydenham – London and London Colney – St Albans.
The business said these high footfall stores will range between four and seven of the brands, all of which have been selected to provide new and existing customers with an offering of contemporary womenswear fashion.
Sainsbury’s Clothing Director Christine Kasoulis said: “We’ve been harnessing the strength of our much-loved own brand range, Tu clothing, to successfully introduce fashion brands online over the last year. Building on the success we’ve seen at tu.co.uk, we’re delighted to launch our new fashion destination hubs to offer customers a curation of exciting brands when they shop with us in store.
“We’re proud to be collaborating with so many brilliant partners that align to our values and who we hope will introduce new customers to our stylish Tu clothing range while giving our existing customers even more variety, whenever and however they choose to shop with us.”
N Brown Group CEO of retail Sarah Welsh also said:
“We know our customers are looking for inclusive and high-quality, well-fitting fashion.
“The introduction of our Simply Be brand across Tu Clothing and in-store at Sainsbury’s will make it easier for women to access these items and give them the confidence they need to be the most authentic, empowered version of themselves”.
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