Sainsbury's new fashion label

The UK supermarket chain has launched fashion label "Tu". The new brand has been developed to rival those by competitors like Asda and Tesco. The Tu line is designed as a must-have item, following fashion trends and colours, at affordable prices. It includes clothing for men, women and children, accessories, jewellery and lingerie.

Head of clothing, Richard Jones and Tracey Hodgson, head of design, hand picked the ten specialist designers working on the line. The designers' collective experience spans both high street and high-end design.

The Tu brand will have its own section, complete with dressing rooms and separate till, in 160 Sainsbury's stores nationwide. 40 of these stores will only offer children's clothing. A special bonus for the consumer is the opportunity to try clothes on at home with a full refund if returned within one month in resellable condition.

Tu will eventually have a website where one can browse and buy clothes online. However, for the time being, the line will only be available in stores.