Morrisons has launched its first-ever womenswear range as the grocer bids to ramp up growth within its Nutmeg clothing label.
The supermarket giant will roll out the womenswear collection to 50 stores across the country today as it bolsters its fashion credentials.
It comes less than a year after Morrisons broke into the UK’s top 20 fashion retailers for the first time, having initially launched Nutmeg as a clothing label in 2013.
Morrisons said its spring-summer women’s collection would feature lines starting from just £3, in sizes ranging from 8-22.
The grocer’s range will include “classics” such as jeans, jackets and vests, but will also “nod to major trends” including tropical prints and cold-shoulder tops.
Morrisons category director of clothing Christine Bryce said: “We listened to our customers and they said they wanted affordable, quality clothing with real attention to detail and, of course, it had to be fashionable.”
The supermarket giant is in the midst of a turnaround under boss David Potts, who has led Morrisons to four consecutive quarters of like-for-like sales growth.
The Bradford-based grocer unveils its full-year results next week.
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