Sainsbury’s is relaunching its clothing range Tu, with a new branding, new shop fits and an enlarged design team focusing even more on catwalk designs and global trends.
The relaunch, which will go out to 395 stores in September, is the biggest investment into the own-brand since it was launched in 2004.
A new “softer” logo has been created to emphasise the meaning of “Tu” (you) and this will appear on all packaging, but will no longer appear on homeware, to distinguish the two deparments better. The launch strapline is “Live Your Style”.
The packaging has been designed to create “a more contemporary look and feel”, and one that will underscore Sainsbury’s approach to the three tiers – good, better, best – within Tu.
The design team, which has now reached 30 staff, will focus on womenswear, accessories, lingerie and denim, including more catwalk and global trends to create more “seasonal must haves”. There will be new lines landing in store every six weeks.
New fabrications such as Marl yarns and Slub fabrics will be included, as well as a new girlswear collection that has been ‘Made in Britain’.
In store, ranges will be more clearly defined in the three tiers to guide them through the three tiers. In the larger stores key looks will be showcased on mannequins alongside changing facilities operated by dedicated clothing colleagues
Director for Tu clothing James Brown, who first hinted at the changes back in March, said: “This is a very exciting time for us. We’ve had outstanding performance over the past couple of years and as we approach the tenth anniversary, we’re re-launching the brand with huge passion, commitment and significant investment.”