Sainsbury’s is introducing a new women’s collection inspired by catwalk trends. The supermarket chain have claimed the quality of their Tu Premium collection will rival Hobbs, L.K. Bennet and Whistles but with a key price difference. The clothing will be available in 160 stores across the UK and online. Launching on Tuesday 6 September, the line will cost between £12 and £50. It is the latest fashion addition of Sainsbury’s, which also expanded its Admiral menswear range and launched an athleisure collection this year. Sainsbury’s became the UK’s sixth largest clothing retailer by volume last year.
Part of Sainsbury’s new strategy is to expand the non-food business as the clothing market continues to grow. The UK clothing market is worth £35.7 billion and 65% of people now buy clothes in supermarkets!
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. Our customers recognise quality and great value and they want to buy clothes with classic styling and upgraded fabrics from us.”