Morrisons will sell its clothing brand Nutmeg online as it ramps up plans for its fast-growing fashion proposition. 

The transactional website, due to launch in September, will allow shoppers to order Nutmeg products to be delivered to their homes or through click-and-collect at any of its 491 stores.

Morrisons’ full range of clothing across women’s, men’s and children’s categories will be available on the ecommerce platform.

All purchases will let shoppers collect points and rewards through Morrisons’ existing loyalty scheme.

The supermarket has drafted in service technology supplier Kooomo to develop and manage the ecommerce platform and its digital operations, from merchandising and online store management through to social-media marketing.

The cloud-based platform will enable the grocer to rapidly scale the transactional website.

Morrisons category director for Nutmeg Christine Bryce said: “We have served customers better by introducing Nutmeg womenswear into nearly 100 stores and extending our baby range to every Morrisons store.

“This agreement with Kooomo will enable us to offer our affordable, quality clothing – with real attention to detail – to more people.”

Kooomo chief executive Ciaran Bollard added: “Taking a fashion brand online is an important step for any retailer.

“To be chosen by Morrisons, top 20 UK fashion retailer, to lead all elements of the strategy, online, mobile and click-and-collect, is particularly exciting given the growth of both brands.

“We look forward to driving market adoption and delivering increased sales through a seamless solution for customers to buy the popular Nutmeg clothing range anywhere, through any device and connecting all 491 stores.”