Embattled grocer Sainsbury's is to launch a designer non-food range this autumn, including products from Habitat founder Sir Terence Conran.
The initiative will be the retailer's latest attempt to get its general merchandise strategy on track, following the departure of trading director for non-food Keith Evans two months ago.
The 100-strong designer range, 'by', will feature kitchen goods and cookware by Conran, home accessories, greeting cards and stationery by Orla Kiely, and floral and planted arrangements from Orlando Hamilton, whose floristry business caters for celebrity clients including Madonna and P Diddy. The range will be available in more than 200 shops.
Sainsbury's head of non-food marketing and development Richard Cristofoli said: 'The range will complement our successful core home range launched last year, and will combine our outstanding quality and value with the designers' unique expertise.'
A spokeswoman added that while the range will be pitched at the top end, it will be priced competitively. Other designers may contribute to the range in future.
The supermarket will also launch its Tu clothing range this autumn. The grocer had a high-profile falling out with designer Jeff Banks when it decided to axe the former Clothes Show presenter's range. Jeff & Co-branded products will be pulled from Sainsbury's stores in August.