Morrisons launching private label clothing

Date : 28 February 2013

Morrisons is launching a children's clothing range, called Nutmeg, next month.

A significant new range for Morrisons

The childrenswear range, comprising 500 items, will go into 100 stores starting in March, and marks a step forward for Morrisons and a move into new territory. Clearly, childrens clothing ranges have been very successful for many of Morrisons competitors, meeting an important need for many core family shoppers.

With this move, Morrisons will seek to build basket size and loyalty, having been encouraged by previous trials of Peacocks' clothing ranges in selected stores. The offer includes a modest range of adult basics, though reports suggest this may be extended later in the year. The retailer has launched a supporting non-transactional website, which could conceivably be converted into a transactional site as the range develops.

Aims to create compelling private label offer

Morrisons continues to progress the renewal of its own brand offer, in a three-year project which will ultimately extend to around 10,000 products.  The project should be completed by Christmas 2013.  Recent major food range launches have included M Kitchen (convenience), M Savers (value) and NuMe (healthy eating).  Morrisons' aim is that, by creating a compelling own brand offer across the board, it will act as a major driver of loyalty and give shoppers a reason to switch to its stores from those of competitors. 

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