by Sainsbury’s brand to be rolled out to general merchandise products
The by Sainsbury’s brand will be introduced across Sainsbury’s general merchandise lines from August 2013, it was announced today.
The own-brand range, which was launched across food last year, will roll out for general merchandise in the next two years.
Robbie Feather, director of general merchandise, said: “There is a huge amount of existing loyalty for by Sainsbury’s, driven by its success across our food category. Moving the brand into general merchandise recognises the opportunity to capitalise on this success and extend the loyalty further across the business.”
As part of the recent boost to the Tu clothing range, which sees new branding and an improved in store experience for customers, general merchandise will simultaneously see existing Tu branding being phased out, leaving Tu as a clothing brand in its own right.