Sainsbury’s adds Simply Be to fashion brand portfolio

The Simply Be range has launched online and will debut in selected Sainsbury’s stores later this month, offering customers a range of T-shirts, blazers, dresses and jeans in an “inclusive range of sizes” from 10 to 32.

The fashion retailer said the partnership will allow customers the chance to “see and feel the quality and uniqueness” of its products in person. Prices range from £18 to £60.

N Brown said in a statement that the collaboration with Sainsbury’s reinforces the retailer’s “wider commitment towards championing inclusivity and accessibility” as it continues to prioritise its customer-first strategy.

N Brown also said the Sainsbury’s Nectar programme will allow it to “listen closely” to customer feedback about the Simply Be products.

N Brown chief executive of retail Sarah Welsh said: “We believe in democratising fashion and understand the power of providing inclusive fashion that truly fits.

“Sainsbury’s was therefore a natural choice for Simply Be’s next partner, as our shared ethos of inclusivity and accessibility will serve the needs of a broad customer base.

“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.”

Sainsbury’s clothing director of product Emma Benjafield said: “We’re thrilled to be partnering with Simply Be, not just on Tu.co.uk, but also as one of the first brands to launch in our new Sainsbury’s fashion destination hubs alongside our popular range of Tu clothing this September.

“Tu’s mission is ‘helping you love what you wear’ and inclusive fashion that makes you feel great is at the heart of our brand, so having Simply Be on board supports our ambitions to expand our size offering even further and bring more variety to new and existing customers, however they choose to shop with us.”

The news comes after Sainsbury’s announced the opening of serveral new in-store fashion destination hubs over the next five years, in a bid to “grow its branded proposition at pace”.

The new fashion spaces, nine of which are set to open this month, will offer both Sainsbury’s own-brand Tu clothing collections and a range of third-party brand partners.