UK's Sainsbury's to launch fashion destination hubs in 50 stores

Significant investment into the addition of third-party clothing brands such as Sosandar, Simply Be and Finery, in selected Sainsbury’s stores will support the clothing retailer’s ambitions to become a leading physical and digital destination for inclusive family fashion in the UK. The move will offer Sainsbury’s 23 million customers carefully curated brands alongside Tu clothing.

By working closely with these brands Sainsbury’s will retail 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.

These brand partners provide shoppers with greater choice and are helping to drive new customer acquisition, catering to the demand Tu is seeing for an increased selection of fashion brands, broader range of styles and price ranges to supplement its popular own brand range.

The initial nine stores included in the launch of these fashion destination hubs will offer a curated edit of women’s fashion from established brands such as Sosandar and Simply Be and collections from Finery, Little Mistress by Vogue Williams, Thought, Burgs and Brakeburn. Customers will also be able to shop the full range of over 30 brand partners online, where they can benefit from quick and convenient delivery and the opportunity to collect and spend Nectar points, the company said in a press release.

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 exciting offering of contemporary womenswear fashion.

“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. 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,” Christine Kasoulis, Sainsbury’s clothing director, said.

“We are delighted to have partnered with Sainsbury's, one of the UK's most established and well-known retailers. Serving a broad customer group in synergy with our brands' own target demographic, the partnership aligns with N Brown's core ethos of championing inclusivity and serving the underserved. We know from our own website how passionate our Simply Be customers are about fashion which truly fits. This new relationship will enable us to demonstrate the power of fashion and meet the needs of a wider audience - as a company which prioritises accessibility, this is extremely important. We're excited to begin working together and realise the positive outcomes of the partnership,” Sarah Welsh, CEO of retail at N Brown, said.

“We are extremely proud to partner with Sainsbury’s, to sell a curated selection of our products through a number of selected stores across the UK and online. Sosandar is one of the fastest growing women’s fashion brands in the UK and this partnership will expand our reach even further. As one of the anchor brands chosen for this rollout, we are delighted to see the strength of our brand being recognised by a household name such as Sainsbury’s and believe our product will be the perfect fit for its customers. We are looking forward to working together to provide customers with stunning, quality clothing for all occasions,” Ali Hall and Julie Lavington, co-CEOs of Sosandar, said.

“We’re excited to launch Finery into Sainsbury’s stores, it’s a great first venture to enter the brand into retail space and give customers the opportunity to see and shop the product ranges,” Touker Suleyman of Finery, said.

Fibre2Fashion News Desk (RR)