Strong menswear sales at Tesco have helped it storm to number five in the volume share rankings in the UK suit market, prompting the grocer to launch a raft of new sub-brands.
Jon Bennett, head of buying for menswear at Tesco, told Drapers that sales of the supermarket chain’s tailoring range were up 50% year-on-year. He said: “We’ve developed a good pricing architecture of good, better, best in tailoring.”
He added that sales of Tesco’s men’s casualwear sub-brand Stone Bay were up 30% year-on-year, which has prompted an expansion of the brand to womenswear for autumn.
“It will be a smart-casual sub-brand, with lots of style, a bit like Jack Wills,” said Jan Marchant, category director of buying for womenswear, footwear and accessories.
Tesco will also expand Stone Bay to include a technical range called Stone Bay Golf for autumn. It will feature products such as water-repellent jackets. The 20-piece collection will hit stores in November. Prices have not been finalised.
Meanwhile, Tesco is also putting more emphasis on fair trade products. Stone Bay already features fair trade jerseys, but fair trade chinos will be added for autumn. Long term, Tesco plans to make the entire brand a fair trade offer.