Morrisons supermarket is now ranked among the top 20 clothing retailers in the UK by volume market share, thanks to rising sales of its kidswear and adult basics label Nutmeg, according to Kantar Worldpanel.
Nutmeg launched in 2013 and offers clothing for children aged from birth to 13, as well as basics for adults, such as underwear and nightwear. It recorded more than 3.1 million transactions in the year to January 2016, moving it to the number 20 slot, behind Amazon and eBay.
The list is topped by Primark, followed by Asda’s clothing brand George and Marks & Spencer.
Nutmeg is available in 304 of Morrisons’ 498 stores and will be rolled out to them all by the year-end.
The brand’s category director Christine Bryce said: “Sales have increased 25% over the last 12 months, and there’s still room for growth as we aim for a presence in every supermarket before December.
“We’ll continue to work at raising awareness of Nutmeg and introducing even more customers to it by providing good quality and excellent value.”
The top 20 UK fashion retailers by market share
- Marks & Spencer
- New Look
- Sports Direct
- TK Maxx
- River Island