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Rejig at Sainsbury’s to drive growth at Tu

Sainsbury’s has strengthened the management team at its Tu clothing brand to help capitalise on growing sales of accessories, footwear and ethical products.
The supermarket has promoted senior kidswear buyer Amanda Burland to the new role of accessories buying manager, with a remit to increase Tu’s accessories and footwear businesses.

Sainsbury’s has also promoted Lucy Drage to the new role of sustainability manager at Tu. She was previously technology manager for adultwear.

Tu business unit director Adrian Mountford said there was huge potential in the brand’s footwear and accessories businesses. “They are the next areas of growth for us,” he said.

Tu’s current accessories and footwear offer includes bags, belts, jewellery and shoes for men and women. The brand also unveiled its first accessories tie-up with fair trade jewellery label Made this season.

Mountford added that Drage would be responsible for driving the supermarket’s fair trade ranges. “Lucy will ensure that both garments and packaging are in line with our corporate social responsibility strategy and our commitment to source with integrity,” said Mountford.

Last month, Sainsbury’s pledged to increase its order of fair trade cotton tenfold and convert 25% of its jersey range to fair trade. Tu will convert almost two million T-shirts by January, including all its men’s T-shirts and half of the women’s range. Sainsbury’s said the T-shirts would continue to retail at £3, and that the price freeze would amount to a £1 million hit on margin.

The order equates to 420 tonnes of fair trade cotton from Africa. Mountford said he would extend the fair trade offer to other clothing categories.

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