Sainsbury’s Tu has doubled the size of its athleisure range for autumn.
The collection of 44 pieces will go into 170 stores, and online, on August 7 and the supermarket said it is a sign of intent to grow its non-food business. More sportswear collections will be added in September.
James Brown, director of non-food trading at Sainsbury’s, said: “Men and women of all ages are embracing the concept of more casual dressing. There is definitely a trend towards people wearing sport-inspired fashion throughout the day because it fits in with the way people live their lives these days. We’ve designed our athleisure range to be stylish, comfortable and great quality and it’s a growing part of our clothing offer this year because we believe it’s exactly what our customers want to buy.”
Over 8 million customers bought clothing from TU in the last year and clothing at Sainsbury’s is heading towards a £1bn business. It is now the sixth largest clothing retailer by volume, up from seventh place last year.