Morrisons has been playing catch up in many areas of supermarket retailing. It is now dealing its hand in the fast-growing area of clothing.

Morrisons has been playing catch up in many areas of supermarket retailing. In the same way as it has now shown its cards with its plans for a launch into online grocery, it is dealing its hand in the fast-growing area of clothing.

Morrisons has big plans for its fledgling clothing brand, Nutmeg. Launched in March as a kidswear range, the grocer claims sales are ahead of plan and it is now laying the foundations for a launch into adult clothing with a view to the category being as big a part of Morrisons’ business as it is for Asda or Tesco.

The launch will also include a transactional website, which will be critical to the success of Nutmeg because Morrisons does not have large stores like its competitors to fill with non-food.

The value fashion sector is, however, extremely competitive. Asda, Tesco and Sainsbury’s are all making a play for it, while Primark’s relentless growth continually leaves competitors trailing.

But the rewards are worth the effort. Asda’s George is the third largest clothing retailer by volume and value in the UK and it has embarked on a global expansion plan with franchise shops and deliveries to more countries.

Tesco’s clothing brand F&F has exceeded £1bn of sales in the UK and recorded 9% sales growth in the year to February 23, despite the rest of the grocer’s non-food business underperforming in its home market. And Tesco too has global ambitions for F&F. It plans to open more than 50 franchise shops over the next five years.

Morrisons will start with baby steps but former Peacocks boss Tim Bettley, who is running the grocer’s clothing division, has been given free rein and has big plans.

Morrisons doesn’t want to be fast fashion but will develop key lines each season. In that respect it may go up against Sainsbury’s more than Asda and Tesco.

Sainsbury’s, which has yet to launch clothing online, has been developing its Tu brand and its womenswear business is now eighth largest by volume. While it is a much smaller business than that of Asda and Tesco, it is one of its key growth drivers.

Taking clothing online is a costly business though. The scale of returned items can be crippling and Morrisons will need to ensure it has sophisticated systems in place before it launches.

Morrisons has a long way to go to match its competitors’ success in grocery fashion, but Bettley is no stranger to value fashion and seems up for the challenge.