DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5

Sainsbury's Extends Own-Brand Homewares Range

By square1
Share this article
Sainsbury's Extends Own-Brand Homewares Range

Sainsbury's is to extend its 'By Sainsbury's' own-brand range with a new homewares line, which will offer 'highly durable, simply crafted and contemporary, everyday products' in-store from August 2013, according to the retailer.

The new 'By Sainsbury's' homewares range will serve as a mid-point option between Sainsbury's 'Basics' general merchandising range, which offers products at  an 'entry' price-point and Sainsbury's 'Collection' range, which offers products made with 'premium materials and finishes'.

A 'significant' investment will support the launch of the new 'By Sainsbury's' general merchandising line, with in-store product grouping to help customers navigate the breadth of the range and price-points.

As part of the homewares rejig, the recently revamped Tu brand will now focus solely on clothing, with all Tu general merchandising lines to be phased out, according to the retailer.

Commenting on the extension of the 'By Sainsbury's' line, Robbie Feathers, director of general merchandise, said, "There is a huge amount of existing loyalty for by Sainsbury’s, driven by its success across our food category."

ADVERTISEMENT

"Moving the brand into general merchandise recognises the opportunity to capitalise on this success and extend the loyalty further across the business", he added.

 

© 2013 - ESM: European Supermarket Magazine by Ellen Lunney

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.