Sainsbury's to extend By Sainsbury's brand to general merchandise
From next month, the supermarket will roll out By Sainsbury’s to general merchandise categories in all of its stores over the next two years, including a mix of existing, improved and new products.
Sainsbury’s said the brand, which was introduced across food in September last year, is now playing an integral role in growing its own-brand offering with 97% of customers already buying By Sainsbury’s products.
The supermarket added that it will be making a significant investment in supporting the roll out of the brand to help customers navigate the breadth of the range. In addition, products will be grouped so that customers understand the extent of the offer.
Robbie Feather, director of general merchandise, said: "There is a huge amount of existing loyalty for By Sainsbury’s, driven by its success across our food category. Moving the brand into general merchandise recognises the opportunity to capitalise on this success and extend the loyalty further across the business."
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