Sainsbury’s partners again with Patisserie Valerie

Date : 26 November 2020

Nick Gladding

Senior Retail Analyst

Sainsbury’s is to stock a range of cakes and baked delicacies from Patisserie Valerie in a new tie-up with the patisserie specialist. The deal will see a range of 14 popular lines sold through around 250 stores.

Developing ‘Food First’

The move follows Sainsbury’s launch earlier this month of its ‘Food first’ strategy through which it aims to become a more distinctive destination for high quality food and improve the value for money it offers. Linked to this, Sainsbury’s is putting considerable focus on updating store formats and working with more partners to broaden its appeal. Bringing Patisserie Valerie into the mix should strengthen its appeal and complement the retailer’s recent partnerships with external brands (such as Leon) to create unique reasons to shop at the retailer. The products appear well suited to Sainsbury’s just-launched Neighbourhood Hub stores which will bring a wider range of value-added products and services to a compact supermarket format. They will also help to reinforce the bakery offer following Sainsbury's decision to permanently close its counters.

Back from the brink

The revival of links with Patisserie Valerie comes as the business looks to accelerate growth under new owners Causeway Capital Partners. The Dublin-based private equity firm acquired the business from administrators in February 2019 after a near £100m black hole was found in its finances. Prior to this Sainsbury’s had rolled out Patisserie Valerie products to counters in 70 stores.

An exclusive partnership

Commenting on the deal, Patisserie Valerie chief executive said: “Both Patisserie Valerie and Sainsbury’s are brands that are much loved and trusted by UK consumers. In bringing our range exclusively into Sainsbury’s stores and online to their customers, we are excited to build on that trust with our high quality, handmade cakes and patisserie.”