Blog: Sainsbury’s supermarket sweep

Leonie Barrie | 11 November 2009

Anyone who thought Sainsbury’s wouldn’t be able to hold its own in the fashion stakes against the likes of budget retailers Primark and George at Asda, was in for a surprise today.

Not only has the supermarket giant beat forecasts to gain on cheaper rivals during the recession, but it has also outlined ambitious plans for the growth of its non-food business – which includes fashion and footwear.

Milestones in the first-half of its current year include 1m transactions in a week for its flagship Tu clothing brand – the highest figure since its launch five years ago – and the “best ever” back to school season.

Significantly, the retailer said many of its gains were due to a move towards direct sourcing, with lower costs, integrated lines and better delivery among the benefits.

And there’s no doubt that as shoppers become more selective about what they buy, quality, design and presentation have a bigger role to play.

But for anyone who’s ever gone to do their normal grocery shop, and picked up a GBP10 or GBP15 jacket or cardigan and thrown it into the trolley too, perhaps convenience is the most compelling reason of all.