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Sainsbury's and Oasis embark on new in-store partnership

Sainsbury’s has teamed up with Oasis to enable it to sell the fashion retailer’s ranges in its supermarkets.


Sainsbury's and Oasis embark on new in-store partnership

Sainsbury’s has teamed up with Oasis to enable it to sell the fashion retailer’s ranges in its supermarkets.

The move will mark the first time that Oasis has made its ranges available to customers in a supermarket setting. The concessions will initially be run as a pilot scheme.

Hash Ladha, chief executive designate of Oasis, said: “Trialling Oasis in Sainsbury’s is an exciting development for us. This is about presenting the Oasis product proposition and brand experience to Sainsbury’s customers. The customer demographic of both brands is very similar and therefore it is a natural strategic partnership."

An Oasis concession will open in time for Christmas at Sainsbury’s Sydenham store in South London. Sainsbury’s said the store had been selected due to the strong performance of its own-brand Tu clothing in the shop. There will also be a concession in Sainsbury’s new Selly Oak shop in Birmingham when it opens later this year.

Sainsbury's is the sixth largest clothing retailer by volume and clothing in the UK and is now looking to grow its fashion credentials even further. It currently has over 400,000 square feet dedicated to third party concessions in its supermarkets, including partnerships with brands such as Clarks and Specsavers. The Oasis stores will range from 800 to 1,500 square feet.

Sainsbury’s director of commercial James Brown said: “We are delighted to be welcoming Oasis to Sainsbury’s stores. Its on-trend fashion ranges will complement our high quality Tu clothing offer and support our strategy to make our stores leading fashion destinations. The initial trial will see two stores open in time for Christmas which is brilliant news for those looking for a party outfit or a special gift.”


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