Sainsbury’s and Oasis have penned a concession partnership as the grocer ramps up efforts to transform its supermarkets into “leading fashion destinations”.

The tie-up will initially involve five concessions as part of a trial, all of which will open by spring next year.

Retail Week understands the first of the Oasis concession will open in Sainsbury’s new Selly Oak store, near Birmingham, in the coming weeks.

A second will follow in Sydenham, South London, before Christmas.

The partnership is the latest in a raft of similar deals done by Sainsbury’s in a bid to breathe fresh life into its supermarket proposition and make better use of excess space in its largest sheds.

The grocer already has tie-ups in place with the likes of Patisserie Valerie, Timpson, Jessops, Clarks and Sushi Gourmet.

Sainsbury’s latest addition to that list comes after big four rival Tesco piloted concessions with fashion operators including Arcadia and Next.

Sainsbury’s commercial director James Brown said Oasis’ “on trend fashion ranges” would “complement our high quality Tu clothing offer and support our strategy to make our stores leading fashion destinations”.

Oasis’ chief executive designate Hash Ladha, who is replacing Fat Face-bound Liz Evans in January, told Drapers: “This is about presenting the Oasis product proposition and brand experience to Sainsbury’s customers. The customer demographic of both brands is very similar and therefore it is a natural strategic partnership.”