Womenswear brand Little Mistress has entered into a partnership with supermarket giant Sainsbury’s to sell its spring/summer 2023 collection. 

As a part of the deal with Sainsbury’s own clothing brand Tu, Little Mistress said its new season collection will be available for shoppers online through Tu.co.uk.

The partnership is in addition to arrangements with John Lewis, Marks & Spencer, Next, JD Williams, Matalan and Asos.

Calling the partnership a “key retail move”, Mark Ashton, chief executive and founder of Little Mistress, said “We continue to adapt our collections to respond to demand from our retail partners and customers alike whilst driving our existing collaborations with talent. We are able to offer our big retailers’ exclusive colours and styles at sharper prices which have proved increasingly important throughout the cost-of-living crisis.”

“Sainsbury’s is one of the UK’s most loved and trusted retailers, which has developed a respected reputation in the fashion market with its Tu brand. Having a strong presence of fashion product on Tu.co.uk will see us reach a new demographic.”

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