Sainsbury’s will launch its new premium clothing range this week as seeks to grab a wider share of the market.
The group said that its ‘Tu Premium’ range will rival the quality and styling of the chain’s such Hobbs, L.K. Bennett and Whistles. The move is part of the retailer’s strategy to grow its non-food business and maximise the use of excess retail space in its stores.
Sainsbury’s is now the UK’s sixth largest clothing retailer by volume (Kantar), selling more clothing than John Lewis, H&M, New Look and Debenhams. The UK clothing market is worth nearly £36bn and £1 in every £10 spent on clothing, footwear or accessories is in a supermarket.
Sainsbury’s Director of non-food trading, James Brown, said: “Shopping for clothing in supermarkets has become firmly established, and our strategy of offering customers high street style at supermarket prices in an attractive, department store-style setting has helped us to increase our market share.”