Sainsbury’s launches new brand in homewares drive

Kitchenware will be included in a major new homewares proposition being unveiled by Sainsbury’s this weekend.
The grocer will launch its biggest non-food offer yet and introduce the Tu home brand. Stores in Sydenham, London, and Oldbury in the West Midlands will be selling 1,700 homewares products. Sainsbury’s is then set to take the products to another four outlets in June with the aim of rolling them out to 11 stores by September next year.

Other products will include bathroom accessories, lighting and soft furnishings. The Tu brand has already been established in clothing.

Sainsbury’s non-food sales are already growing three times faster than those of food, and the retailer wants to increase them further to over £1b by 2010. Half of new store space is being allocated to non-food ranges.

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