Sainsbury’s aims to improve fashion credentials with premium range

Sainsbury’s is upping its fashion game with the launch of its new upscale women’s wear range Tu Premium. Set to launch in 160 stores and online at tuclothing.sainsbury.co.uk on September, the new collection aims to offer high-quality fashion items influenced by the latest trends and catwalk.

Tu Premium will feature daywear, outwear and footwear which will cost more than its current budget range but also aims to remain in line with Sainsbury’s overall value-quality ratio. Items are set to range between 12 pounds and 50 pounds which statement pieces such as a wool blend wrap coat and leather ankle boots retailing for 50 pounds.

The launch of Tu Premium comes as Sainsbury’s reports its clothing turnover will soon surpass 1 billion pounds as one of the retailer’s biggest areas of growth and sits in line with its strategy to continue developing its non-food business.

“Shopping for clothing in supermarkets has become firmly established, and our strategy of offering customers high street style at supermarket prices in an attractive, department store-style setting has helped us to increase our market share,” commented James Brown, Sainsbury’s non-food trading director in a statement.

Photo: Tu Premium, tuclothing.sainsbury.co.uk