Sainsbury’s is trialling Clarks footwear concessions in two of its larger stores in an attempt to lure big-name brands to supply the supermarket.
According to reports, Sainsbury’s head of non-food Luke Jensen said that concessions and dedicated in-store areas for third-party brands within supermarkets were inevitable despite reluctance from suppliers.
“We have Clarks in two stores. It’s good business for them and it’s a good business for us,” said Jensen. “We’re looking at different models from rent to revenue-sharing to profit-sharing.”
Historically big sports brands such as Adidas and Nike have been reluctant to do business with supermarkets but Jensen hopes that by trialling concessions such as Clarks would help persuade big brands that supermarkets are a viable option for them.
Jensen added: “When I see an environment like this I marvel at the fact that Nike and Adidas say supermarkets aren’t appropriate environment for their sportswear. They will come to us, ultimately.”
Sainsbury’s is making an increasing push toward non-food with 45% of new space being devoted to non-food sales.