This is the first time Oasis has made its ranges available to customers in a supermarket setting.
Two Oasis concessions will be open to customers before Christmas at Sainsbury’s Sydenham in South London and Sainsbury’s Selly Oak near Birmingham. Sainsbury’s Selly Oak will be a brand new store when it opens later this year.
The two Oasis concessions have been selected to feature in stores where Tu clothing performs strongly, as part of the supermarket’s aims to make it a fashion destination. Sainsbury’s is the sixth largest clothing retailer by volume and its clothing now accounts for £1bn of the retailer’s sales.
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. The initial trial will see two stores open in time for Christmas which is brilliant news for those looking for a party outfit or a special gift.”
CEO designate of Oasis, Hash Ladha, added: “Trialling Oasis in Sainsbury’s is an exciting development for us. This is about presenting the Oasis product proposition and brand experience to Sainsbury’s customers. The customer demographic of both brands is very similar and therefore it is a natural strategic partnership. We are looking forward to opening two stores before Christmas and another three early next year and presenting our brand to new customers.”