Morrisons is debuting its first womenswear range through its clothing label Nutmeg today.
The collection, which features denim, outerwear, activewear and occasionwear, is available in 50 selected stores across the UK. It is not available online.
The supermarket said the range pays “great attention to detail”. For example, activewear pieces feature integrated tummy control panels, zip pockets, reflective details for night runs and a pocket for earphones.
Morrisons launched its Nutmeg kidswear range in 2013. Last year, the supermarket edged onto the list of the top 20 clothing retailers in the UK by volume, according to Kantar Worldpanel (at number 20).
Christine Bryce, category director of clothing at Morrisons, said the womenswear collection was developed following demand from customers. “We listened to our customers and they said they wanted affordable, quality clothing with real attention to detail and, of course, it had to be fashionable.”
Prices start at £3 and sizes range from 8 to 22.