Morrisons is launching its own-brand clothing range Nutmeg online in September.
Customers will be able to buy Nutmeg clothing through its website, on mobile devices and in-store click-and-collect, as well as receive rewards online through the supermarket’s loyalty programme.
The supermarket chain has partnered with cloud commerce platform Kooomo on the launch.
As part of the agreement, Kooomo will oversee Nutmeg’s digital operations, including web store management and merchandising, search engine optimisation and social media marketing.
Christine Bryce, category director for Nutmeg at Morrisons, said: “This agreement with Kooomo will enable us to offer our affordable, quality clothing - with real attention to detail - to more people.”
Morrisons launched Nutmeg in March 2013 with babywear and kid’s clothing, which is stocked across all of its 491 stores.
It also debuted a womenswear collection in February 2017, which is stocked at 49 stores.