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."
"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
