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Exclusive: Oasis to launch concessions in Sainsbury’s

Oasis is launching concessions in Sainsbury’s supermarket stores, Drapers can reveal.

The womenswear retailer will open five concessions in Sainsbury’s supermarkets by spring next year as part of a trial.

Two concessions will open before Christmas in Sainsbury’s branches in Sydenham, south London and Selly Oak, near Birmingham.

The stores were selected as the supermarket’s Tu clothing performs particularly well in these areas. The Oasis range will complement the Tu collection and aims to help make Sainsbury’s a “fashion destination”.

CEO designate of Oasis, Hash Ladha, told Drapers: “This is about presenting the Oasis product proposition and brand experience to Sainsbury’s customers. The customer demographic of both brands is very similar and therefore it is a natural strategic partnership.”

Sainsbury’s director of commercial, James Brown, added: “[Oasis’s] on-trend fashion ranges will complement our high quality Tu clothing offer and support our strategy to make our stores leading fashion destinations.”

Sainsbury’s is the UK’s sixth largest clothing retailer by volume and clothing now accounts for £1bn of the retailer’s sales.

It is the latest grocery chain to introduce external fashion concessions in its supermarkets. In 2015, Tesco signed a deal with Arcadia Group to launch concessions in several of its stores for Dorothy Perkins, Burton and Evans. 

Oasis and Warehouse’s joint EBITDA increased 48% year on year to £9.5m for the year to 24 February 2018, underpinned by a strong digital performance at the group. Total sales edged up 0.1% to £275.2m, while like-for-like sales were up 5% for the year. Digital sales for the period also grew 20%, and online now represents a quarter of all sales.


Readers' comments (3)

  • Considering turnover, the EBITDA, even doubled is weak. Though clearly a better bet than a concession in a department store?

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  • Wow, is Sainsbury's the same demographic, I thought Oasis was more Waitrose than Asda, oops, sorry i mean Sainsbury's. BTW I love the high quality Tu comment, most product is under £20, is this how low the quality bar has become and finally Asda, damn, Sainsbury being a Fashion destination, LOL. Win win for Sainsbury nothing to lose, can't say same for Oasis.

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  • P45 for whoever thought this was a good idea. What are Oasis thinking about?

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