Sainsbury’s has announced that it is extending its fashion collaboration with TV presenter Gok Wan for a further year, after the Gok for Tu line became the supermarket’s most successful clothing partnership ever.The new deal will see Gok Wan launching five more exclusive collections in the coming months, beginning with an autumn line that has already hit stores, and a winter collection launching in November, which will include Christmas party dresses.
making its debut in October 2011, the Gok for Tu collection has been a key driver in Sainsbury’s clothing sales, which is currently growing faster than its food sales, and last year his line helped the supermarket achieve a 17 percent year-on-year growth.
Known for designing flattering pieces, Gok Wan commented: "From the shop floor to the boardroom, I've thoroughly enjoyed working on my Gok for Tu range with Sainsbury's.
“From day one we've developed designs and turned them into gorgeous garments that millions of women love wearing. I can't wait for the forthcoming year and to see what reaction my current autumn and forthcoming winter collections receive."
James Brown, head of clothing for Sainsbury's, added: "The collaboration with Gok Wan resonates perfectly with our customers and we are delighted to work with Gok for another year on five more collections."
“Both Gok and Sainsbury's share a passion for helping customers find their personal style; a style that makes them feel great. Given those shared values, it continues to be the perfect pairing. The Gok collection really complements our Tu womenswear offer, helping to drive awareness of the wider Sainsbury's clothing range."
Sainsbury’s TU range is the seventh biggest clothing line in the UK by volume and it is hoped that the Gok for Tu collection, which is currently available in 216 Sainsbury’s stores will help it break into the top five.