Sainsbury’s launched its online non-food offer at the weekend, initially stocking 4,500 products from toys to kitchenware and luggage.

The offer, at, marks the first time the grocer has offered a broad range of non-food products online. The launch does not include Sainsbury’s clothing brand, Tu.

The range includes categories such as kitchenware, soft furnishings, home electronics, home and garden furniture, bathroom suites, toys, luggage and sports equipment.

“Our aim is to offer more choice and greater availability in non-food than what is in our stores,” said Tanya Lawler, director of direct channels.

70 per cent of the range is exclusive to online, and Lawler said all the in-store ranges have been fleshed out. “We are able to offer the bigger, bulky items online that would just take up too much room in stores,” she said.

The range will increase to 8,000 products by September, including ranges for baby and kids, and nursery items. The site will also have a price comparison tool and an ‘expert advice’ tool to offer help on high-tech products.

“We will monitor our competitors to make sure our prices are very competitive for all ranges,” added Lawler.

The ranges will be made up of branded and own-brand items such as Different by design and its Tu Home range, alongside brands including Sony, Apply and Le Creuset. Products will be distributed from Sainsbury’s depot in Corby and through a network of suppliers who deliver direct to the customer.

Lawler added: “Going forward, we want to expand the ranges further and also encourage more customer reviews online and have a deeper relationship with customers.”

She said there are “no plans” to launch clothing online in the near future.

Sainsbury’s already sells several white goods ranges online including fridges, cookers and washing machines.

Sainsbury’s trading director Mike Coupe said: “We already cover 88 per cent of households with our online grocery deliveries, and our research shows that our customers want to buy non-food items from us too.”