Supermarket brand Sainsbury’s Tu broke into the UK’s top 10 fashion retailers list for market share by volume this year and experienced the biggest growth of all the supermarket clothing lines by value for the 24 weeks to September 14.
Business unit director Adrian Mountford strengthened his team in 2008 by poaching buying director Sara Bradley from George at Asda, and unveiled a new store concept for the clothing brand. The design was launched at the supermarket’s Sydenham store in south-east London, where clothing was given its biggest selling space to date at 12,500sq ft.
Mountford has stepped up Tu’s ethical credentials by launching its first organic womenswear and kidswear collections this summer, with plans for ethical menswear in the pipeline. He has also overseen the launch of two sub-brands for petite and plus-size customers.