Housewares are amongst market sectors being targeted by Sainsbury’s in a major new online assault on the non-food market, launched this week.
The new offer comprises 4,500 products, rising to 8,000 over the next couple of months.
The ranges cover both own-brand and branded lines, which include a substantial number of leading housewares names across cookware, bakeware, tools and gadgets, kitchenware, storageware and tabletop.
Amongst them are Cole & Mason, Brabantia, Villeroy & Boch, Amefa, Le Creuset, OXO, Microplane, Dartington, Circulon, Salter, Tefal and Typhoon. Celebrity-name products include Nigella Lawson, Jamie Oliver, Gordon Ramsay, Marco Pierre White and Anthony Worrall Thompson. The website will also offer the supermarket’s new Tu range of homewares.
Other product categories on the website include food and drink, technology, large and small appliances, toys and leisure.
Almost three-quarters of the offer will be available only via the website.
Commenting on the launch, trading director Mike Coupe said: “The launch further emphasises that non-food is key to Sainsbury’s growth strategy for the future.
“We already cover 88% of households with our online grocery deliveries, and our research shows that our customers want to buy non-food items from us too. So we believe this is the right time to build on the success of our existing online presence.”