Sainsbury’s to launch branded fashion hubs in 50 stores

Sainsbury’s has announced it is set to launch new fashion destination spaces across nine of its stores that will host a curated offer of complementary brand partners alongside its Tu clothing ranges. 

The move is the start of a new venture to create at least 50 fashion destination hubs in its stores and will also see the retailer grow its branded proposition at pace over the next five years, as it remains focused on meeting its customers’ evolving needs. 

Significant investment into the addition of third-party clothing brands such as Sosandar, Simply Be and Finery, in selected Sainsbury’s stores will support the clothing retailer’s ambitions to become a leading physical and digital destination for inclusive family fashion in the UK. 

By working closely with these brands Sainsbury’s will retail exclusive product ranges and support the expansion of the broader clothing offering, particularly across more specialist product areas such as curve, maternity, lingerie and tailoring.

Ali Hall and Julie Lavington, co-CEOs of Sosandar, said: “We are extremely proud to partner with Sainsbury’s, to sell a curated selection of our products through a number of selected stores across the UK and online. Sosandar is one of the fastest growing women’s fashion brands in the UK and this partnership will expand our reach even further. 

“As one of the anchor brands chosen for this rollout, we are delighted to see the strength of our brand being recognised by a household name such as Sainsbury’s and believe our product will be the perfect fit for its customers. We are looking forward to working together to provide customers with stunning, quality clothing for all occasions.” 

The initial nine stores included in the launch of these fashion destination hubs will offer a curated edit of women’s fashion from established brands such as Sosandar and Simply Be and collections from Finery, Little Mistress by Vogue Williams, Thought, Burgs and Brakeburn. 

Customers will also be able to shop the full range of over 30 brand partners online, where they can benefit from quick and convenient delivery and the opportunity to collect and spend Nectar points.

Stores included in the September roll out of fashion destination hubs will be found in Colchester, Dartford, Ashford, Norwich, Reading, Derby, Birmingham, London and St Albans.

Christine Kasoulis, Sainsbury’s clothing director said: “Building on the success we’ve seen at Tu, 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.”

Sarah Welsh, CEO of retail at N Brown, added: “We are delighted to have partnered with Sainsbury’s, one of the UK’s most established and well-known retailers. 

“This new relationship will enable us to demonstrate the power of fashion and meet the needs of a wider audience – as a company which prioritises accessibility, this is extremely important. We’re excited to begin working together and realise the positive outcomes of the partnership.”