Sainsbury's is preparing for a massive online push in non-food next month, more than doubling its range and introducing categories such as branded sportswear.
The grocer will add 1,500 non-food lines to its Sainsbury's To You Web site as it chases market leader Tesco.com.
Sainsbury's online initiative coincides with its non-food drive in stores - a new home and cookshop range will be installed in 285 shops by the end of October.
Most of that range will be made available to online shoppers, but Sainsbury's has also sourced adult and children's sportswear and footwear from brands such as Umbro, Diadora and Hi-Tec. They will be sold online and in 73 shops.
Sainsbury's head of online Toby Anderson said: 'This is a massive increase in the number of (non-food) products we offer our customers online. We are introducing new categories such as bed linen, soft furnishings, home-enhancement and sportswear. Non-food is going to be of increasing importance to Sainsbury's To You.'
Separately, Anderson said that Sainsbury's To You is using Nectar information in an effort to attract shoppers. The e-tailer is accessing shopper purchase data, enabling it to e-mail consumers an online shopping list of usual purchases. The e-mail links straight into Sainsbury's To You.
The e-grocer generates sales of approximately£200 million a year from 35,000 orders a week.