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Sainsbury’s hires Portas to turn Tu into ‘destination brand’

Sainsbury’s has appointed retail guru Mary Portas’s creative agency to turn its Tu clothing line into a ‘destination brand’.

Portas will be tasked specifically with the general merchandising for the Tu range, and will also oversee the launch of a new home range.

The move sees Sainsbury’s continue to try reposition its clothing range, with Portas having the brief of turning Tu into a “destination brand for high street fashion”.

Mark Given, director of marketing planning and propositions at Sainsbury’s, commented: “The work produced by Portas during the pitch process was very much in line with this strategy and it was great to see a refreshing new take on our fashion and home communications.”

Readers' comments (3)

  • A destination brand in a supermarket? Strange one and ultimately going to cost a lot of money. I hope you prove me wrong Mary but I can't see it. They sell cheap clothes in a cheap environment.

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  • Classic case of one party needing the money and the other needing the credibility. And nothing more.

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  • Is it April the 1st??

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