Sainsbury’s clothing brand Tu celebrates its fifth birthday this week and business unit director for clothing Adrian Mountford vowed to keep the customer front of mind as it aims to become a £1bn business.

Tu, which is available in 300 Sainsbury’s stores, is increasing its footprint with new stores and increased space in reformatted stores. Mountford said: “We will continue to develop the range.”

He said Tu has been successful with key pieces such as its trenchcoat (pictured) and shift dresses. “We don’t chase high fashion as the Sainsbury’s customer is slightly older and more sophisticated,” he said.