Sainsbury's is to relaunch its Tu clothing range tomorrow, Wednesday 19 June. The clothing range, which is the seventh largest clothing line in Britain by sales volume, will have a new focus on quality and design, with "higher quality, trend-led collections", according to the retailer.
Sainsbury's autumn/winter range for 2013 will include jumpers from £20, leather handbags from £35 and an oversized cocoon-style coat for £50.
In-store merchandising of the Tu brand is to be improved also, with 'new branding and more sophisticated packaging', according to Sainsbury's. According to the retailer, the 30-strong design team will add new seasonal 'must-have' items every six weeks.
Commenting on the re-launch of the brand, Sainsbury's said, 'The investment in the clothing business forms part of Sainsbury’s wider corporate strategy to grow its non-food business and further diversify its revenue and profit streams'.
Clothing director at Sainsbury's James Brown pointed to the need for investment in the nine-year-old Tu clothing line, stating, "After an outstanding performance over the past couple of years, it's the right time for a significant investment in the brand."
He continued, "This new look and feel for Tu builds on our success to date with new collections designed to inspire our customers, amplified by an improved in-store shopping experience. Clothing is an increasingly important part of the Sainsbury's non-food offer and is yet another way that we can help our customers to live well for less."
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
