Sainsbury’s explains it plans to create at least 50 third-party brand fashion destination hubs in its stores alongside its own Tu clothing range to meet customers’ evolving needs.

Sainsbury’s hopes its significant investment in leading fashion brands will support its ambitions to become a leading physical and digital destination for inclusive family fashion in the UK.

The third party offering will include Sosandar, Simply Be, Finery, Little Mistress by Vogue Williams, Thought, Burgs, N Brown and Brakeburn.

The first nine fashion destination hubs will feature a curated edit of women’s fashion and the retailer will give customers the chance to shop the full range of over 30 brand partners on its website.

The nine stores rolling out the fashion destination hubs in September are Stanway, Crayford, Bybrook, Longwater, Osmaston Park, Calcot, Selly Oak, Sydenham and London Colney.

Sainsbury’s explains these high footfall stores will have between four and seven third-party brands that are selected to provide new and existing customers with a contemporary womenswear fashion offering when shopping in-store..

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It will work closely with the brands to retail exclusive product ranges and support the expansion of the broader clothing offering, particularly across more specialist product areas such as curve, maternity, lingerie and tailoring.

Sainsbury’s clothing director Christine Kasoulis says: “We’ve been harnessing the strength of our much-loved own brand range, Tu clothing, to successfully introduce fashion brands online over the last year. Building on the success we’ve seen at 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.

“We’re proud to be collaborating with so many brilliant partners that align with our values and who we hope will introduce new customers to our stylish Tu clothing range while giving our existing customers even more variety, whenever and however they choose to shop with us.”

Sainsbury’s adds these partners will give shoppers greater choice and will help to drive new customer acquisition, catering to the demand Tu is seeing for an increased selection of fashion brands, a broader range of styles and price ranges to supplement its popular own brand range.

The fashion destination brands will launch in selected stores from 24 September and are available online now.

In July, Sainsbury’s Tu clothing sales experienced a decline of 3.7% during the 16-week period ending 24 June in comparison to the previous year.

The retailer said clothing sales were impacted by the cooler weather, with stronger sales in the later weeks of the quarter as the weather improved.