20 April 2017
Sainsbury's adds 'Athleisure' brand to clothing offer

Sainsbury's is strengthening its online clothing offer with the addition of sportswear brand Russell Athletic.

Targeting opportunity in activewear

Through the partnership, Sainsbury's will sell a range of 63 items of men's and women's clothing and nine men's accessories through the Tu website. Prices range from £6 for men's socks to £30 for women's performance activewear pieces. Sainsbury's will be the third major retailer to stock the popular brand, following Asos and Top Shop. Russell Athletic will build Sainsbury's participation in the fast growing 'Athleisure' market, estimated to be worth £7bn annually in the UK having grown 42% over the last seven years.

Success with Admiral

The move builds on a successful tie-up with men's sportswear brand Admiral Performance. It is now available in 170 Sainsbury's stores and online, and has achieved 155% sales growth since its launch in August 2015. Including the brand has helped to broaden the appeal of Sainsbury's clothing offer. The retailer is now the UK's sixth largest retailer by volume and 10th by value, with Tu having grown sales by 15% over the last two years.

Building branded offer to complement Tu

Commenting on the launch, Sainsbury’s Commercial Director, James Brown, said: “Sainsbury’s clothing business is quickly becoming a destination fashion brand, growing strongly over recent years and continuing to gain market share. Through working with brands we are able to offer our customers an even greater choice alongside our popular Tu range. Russell Athletic shares our approach to great quality at fantastic value and we are delighted to be able to offer our customers its iconic sportswear. Admiral has proved successful on menswear and we are sure that both our male and female customers will love this new range.”


Sainsbury's Trade Briefing 2017: Tickets are selling fast for Sainsbury's biggest supplier event of the year, on June 13th. It's your chance to hear direct from the leadership team about Sainsbury's strategic vision and grow your business with the retailer. For more details and to secure your place, click here.

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