Sainsbury’s is looking to bolster its Made in Britain credentials with its first domestically manufactured kidswear line.
The supermarket will start selling a range of six children’s T-shirts and three legging styles, produced at a factory in Leicestershire, this weekend. The items, which will be available for three to 12-year-olds, are £5 to £8, in line with non-UK products. Five women’s T-shirts made at the same factory will also go on sale this weekend.
Sainsbury’s has been planning the move for more than a year, and first hinted at its plans in an interview with Drapers in early March.
At that time James Brown, head of Sainsbury’s clothing brand Tu, said: “I would love to get a bit of British back in our clothing. In food it absolutely resonates with the customer, and I believe it could be the same at Tu.”
Since then, small Made in Britain elements have been added, and a spokeswoman confirmed this week’s launch means just over 1% of the supermarket’s total clothing production is produced in the UK. Other items include jersey tops and thermal socks.
John Carolan, head of buying for Sainsbury’s childrenswear, said: “We’re really pleased to help grow the UK manufacturing industry and it enables us to respond quickly to trends and customer demand.”