This represents the single biggest investment in the development of Sainsbury’s fast-growing clothing business since the launch of Tu nearly a decade ago.
Last year the brand attracted a million new customers, extending its reach to more than 7.5 million loyal Sainsbury’s shoppers and making it the UK’s seventh largest clothing business by volume.
Sainsbury’s shoppers will benefit from higher quality, trend-led collections created by a 30 strong in-house design team who will add new “seasonal must-have” items every six weeks.
Shoppers will also enjoy an improved in-store shopping experience, with the Tu collections better displayed to show off the ranges alongside new branding and more sophisticated packaging.
James Brown, Sainsbury’s Clothing Director said; “After an outstanding performance over the past couple of years it’s the right time for a significant investment in the brand.
“This new look and feel for Tu builds on our success to date with new collections designed to inspire our customers, amplified by an improved in-store shopping experience. Clothing is an increasingly important part of the Sainsbury’s non-food offer and is yet another way that we can help our customers to live well for less.
“Sainsbury’s clothing has never been more popular. Our customers appreciate the winning cocktail of quality, fashion inspired clothes at supermarket prices and the ease and convenience of buying clothing along with their food shopping.”
The investment in the clothing business forms part of Sainsbury’s wider corporate strategy to grow its non-food business and further diversify its revenue and profit streams.
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