Oasis concessions are expected to launch before Christmas in Sainsbury’s Sydenham in South London, as well as Sainsbury’s new flagship store in Selly Oak, near Birmingham.
The decision on the location of the first two stores was based on the strong performance of the Tu clothing range in the retailer’s supermarkets.
'Leading Fashion Destination'
Sainsbury’s director of commercial, James Brown, said “We are delighted to be welcoming Oasis to Sainsbury’s stores.
"Its on-trend fashion ranges will complement our high-quality Tu clothing offer and support our strategy to make our stores leading fashion destinations.”
In total, five Oasis outlets will be launched in select Sainsbury’s supermarkets by the spring of 2019, as a part of the trial phase.
This is the first time that Oasis will make its ranges available to customers in a supermarket setting.
'An Exciting Development'
The CEO designate of Oasis, Hash Ladha, called the partnership “an exciting development” for the brand.
“This is about presenting the Oasis product proposition and brand experience to Sainsbury’s customers. The customer demographic of both brands are very similar and therefore it is a natural strategic partnership,” Ladha added.
Sainsbury’s is the sixth largest clothing retailer by volume, and it accounts for sales worth around £1 billion. The retailer has dedicated more than 400,000 square feet of area to third party concessions in its supermarkets, including brands like Clarks and Specsavers.
The Oasis concessions will occupy an area between 800 square-feet to 1,500 square-feet per outlet.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.