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Sainsbury's raises fashion stakes with launch of Tu Premium

Sainsbury’s will launch a new upmarket womenswear sub-brand called Tu Premium on 6 September.

Tu premium

Tu premium

Available in 160 stores and online, Tu Premium will feature higher-quality fabrics and styling than the core Tu collections.

It will include daywear, outerwear and footwear, ranging in price from £12 to £50 for a wool blend wrap coat. Hero pieces will include a silk shirt priced at £30 and leather ankle boots at £50.

The launch forms part of the retailer’s strategy to develop its non-food business. Sainsbury’s clothing turnover is approaching £1bn and it is one of the company’s biggest areas of growth.

Director of non-food trading James Brown said: “Shopping for clothing in supermarkets has become firmly established, and our strategy of offering customers high street style at supermarket prices in an attractive, department store-style setting has helped us to increase our market share.”

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