Sainsbury’s is making a big change to a favourite supermarket aisle – and shoppers will love it

SAINSBURY'S is making a big change to its favourite supermarket aisle and shoppers will love it.

The retailer is launching 50 new fashion destination hubs that will include branded clothing as well as its own TU range.

The supermarket is launching the concept in nine of its stores in September but has plans to introduce the fashion hubs into 50 stores over the next five years.

Brands such as Sosandar, Simply Be and Finery will be stocked alongside the retailer's own TU clothing range.

The supermarket giant will be working with the brands on exclusive product ranges and look to expand its offering in areas such as curve, maternity, lingerie and tailoring.

The nine stores included in the September rollout will be:

• Stanway, Colchester
• Crayford, Dartford
• Bybrook, Ashford
• Longwater, Norwich
• Calcot, Reading
• Osmaston Park, Derby
• Selly Oak, Birmingham
• Sydenham, London
• London Colney, St Albans

These stores will stock between four and seven of the brands, all of which are womenswear.

Christine Kasoulis, Sainsbury's clothing director, said: "We’ve been harnessing the strength of our much-loved own brand range, Tu clothing.

"We're delighted to launch our new fashion destination hubs to offer customers a curation of exciting brands when they shop with us in store."

Ali Hall and Julie Lavington, co-chief executive officers of Sosandar said: "We are extremely proud to partner with Sainsbury’s, to sell a curated selection of our products through a number of selected stores across the UK and online.

"We are looking forward to working together to provide customers with stunning, quality clothing for all occasions.”

The brands included are all available online at Tu.co.uk now and will be launching in selected stores between September 24 and October 6.

What do other supermarkets have on offer?

Sainsbury's is not the first high-street retailer to offer branded clothing alongside its own label range.

High street retailer Marks and Spencer offers a wide range of brands both online and in store.

It announced in 2021 that it would be stocking the womenswear brand Sosandar.

The move was part of its Never the Same Again transformation programme that was launched following the Covid-19 pandemic.

The retailer also sells other brands such as Nobody's Child, Seasalt Cornwall, Laura Ashley and Hobbs.

As far as we are aware no other big supermarket currently offers branded clothing alongside their own range.

Other major supermarkets do have clothing ranges, such as Asda, with George at Asda and Tesco with its F&F range.

Both ranges, like Sainsbury's offer women's, men's and childrenswear.

Discounter Lidl launched its own clothing range last year that went viral due to its brightly coloured design.

And more surprisingly last year bakery chain Greggs revealed that it was launching a new summer clothing range in Primark.

This range also went viral and included sausage roll socks and Greggs branded cycle shorts.