UK supermarket group Sainsbury’s has announced an in-store partnership with apparel brand Oasis in a move that will see five Oasis stores open in Sainsbury’s supermarkets by early spring 2019.

The deal marks the first time Oasis has made its ranges available to customers in a supermarket setting.

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Two Oasis concessions will be open to customers in time for Christmas at Sainsbury’s Sydenham in South London and Sainsbury’s Selly Oak near Birmingham. Sainsbury’s Selly Oak will be a brand new store when it opens later this year.

The two Oasis concessions have been carefully selected to be in supermarkets where Tu clothing performs particularly strongly and in the case of Selly Oak, its new flagship store, with complementary ranges helping to make Sainsbury’s a fashion destination.

With more than 8m customers regularly buying its Tu clothing, Sainsbury’s is the sixth largest clothing retailer by volume in the UK and clothing now accounts for GBP1bn of the retailer’s sales. It hails a “strong” position in both the womenswear and childrenswear markets and says there are opportunities for future growth in menswear, which now accounts for 15% of clothing sales and is the retailer’s fastest growing clothing category.

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The Oasis stores will range from 800 to 1,500 sq ft per unit. 

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“We are delighted to be welcoming Oasis to Sainsbury’s stores. Its on-trend fashion ranges will complement our high quality Tu clothing offer and support our strategy to make our stores leading fashion destinations,” says Sainsbury’s director of commercial, James Brown.

CEO designate of Oasis, Hash Ladha, adds the customer demographic of both brands is “very similar” and is therefore a natural strategic partnership.