Sainsbury’s has announced the opening of several 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 will offer shoppers a range of third-party brands as well as its Tu clothing collections and fits into its ambition to become a “leading physical and digital destination for inclusive family fashion in the UK”.
Sainsbury’s said that the fashion hub roll-out would start with the opening of nine stores this month — in London, Birmingham, Norwich, Reading, Dartford, Ashford, Colchester, Derby and St Albans — and would feature clothing from Sosandar, Simply Be, Finery and Little Mistress, among others.
Customers will see a broader product range within the hubs, which will have a greater focus on “specialist product areas”, including curve, maternity, lingerie and tailoring.
Sainsbury’s clothing director Christine Kasoulis said: “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.
“Building on the success we’ve seen at tu.co.uk, 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.”
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