Sainsbury's to introduce By Sainsbury's brand into general merchandise ranges

By Sainsbury’s, the grocer’s own label food brand which sits between Basics and Taste the Difference, is already bought by 97% of its customers.

The brand will roll out across general merchandise over the next two years across existing and new products, starting with textiles and bed linen on August 11. By September, there will be 1,000 By Sainsbury’s branded products on the shelves, with a further 2,000 rolling out over the next 12 months.

The move follows the news that Sainsbury’s is to relaunch clothing brand Tu in September. Tu, which is now solely a clothing label, will be phased out of general merchandise.

Sainsbury’s director of general merchandise Robbie Feather said: “There is a huge amount of existing loyalty for By Sainsbury’s, driven by its success across our food category. Moving the brand into general merchandise recognises the opportunity to capitalise on this success and extend the loyalty further across the business.”

Sainsbury’s general merchandise products will be tiered similar to its food products. Basics will provide entry price point items, By Sainsbury’s will be the mainline, and Collection – for Kitchen, Home and Cook – will be the general merchandise version of top-end Taste the Difference.

Products will run across textiles, small domestic appliances, cook, bake and tabletop, home accessories, stationary, cards and gift wrap.