Morrisons to launch family clothing brand

British beloved Morrisons supermarkets are expected to

announce this week the launch of a family clothing brand under the name of ‘Nutmeg’, advanced ‘The Telegraph’ during the weekend.

Morrisons is expected to confirm this week alongside a third quarter trading update that it will launch a family clothing brand called Nutmeg next Easter. "This is a great opportunity because Morrisons' shoppers are looking for a fresh approach to supermarket fashion," advanced last week chief executive Dalton Philips.

Lately, Morrisons has been putting into practice diverse initiatives to expand its non-food business. According to sources close to the company, Phillips’ idea is to build his own internal fashion team and maintain control of the brand.

The supermarket group has poached Peacocks managing director Tim Bettley to become its director of clothing and is building an internal comprehensive team. Therefore, Nutmeg will go on sale in about 100 Morrisons' stores next March and will be initially focused on children's clothing and adult essentials.

"We want to offer a different approach from other supermarkets with simple hard-wearing fashion that is easy for customers to pick up while they are doing their food shop," Mr Bettley said for ‘The Telegraph’.