Sainsbury’s has launched its first-ever home catalogue to accompany its non-food online offer.

The 98-page catalogue features about 20% of the entire range, and is designed to give shoppers a taster of what’s available online.

The catalogue has been divided into sections: Kitchen; Living and Dining; Bedroom; Home; Bathroom; Technology; DIY; Sports and Leisure; Toys and Luggage. Catalogues have been mailed out to customers who receive Sainsbury’s Fresh Ideas magazine, and is also available in its stores.

Tanya Lawler, director of direct channels at Sainsbury’s, said: “We aim to grow our non food revenue by one third over the next year, and online will play a big part in that.  The catalogue is designed to fit into a briefcase or handbag and make it easy for people to see the broad range of what we now sell, and whet their appetite so that they log on to check out our full offer and buy online.” 

The non-food online site currently offers 4,500 lines, rising to 8,000 in autumn. Around 70% are exclusive to online.