New look Tu at Sainsbury's launches in stores

Tu at Sainsbury’s, now the seventh largest clothing brand by volume in the UK, will unveil a completely new look and feel with contemporary branding and reinvigorated collections, in stores from 12th September. The refresh, which is the biggest investment in the brand since Tu launched in 2004, will firmly establish Tu as a clothing brand in its own right.

 

Sainsbury’s is committed to listening to and understanding customer’s feedback in order to continually provide fashion inspired and quality clothing at supermarket prices. In preparation for its tenth anniversary next year, Tu has revamped the brand to provide even more trend led pieces, as well as providing a stronger range of on trend collections and versatile essentials for the whole family. Encouraging customers to ‘wear it your way’ – Tu will inspire with fresh new ways to tap into autumn’s key trends and help make your wardrobe go further.

 

THE COLLECTIONS

The reinvigorated collections have been streamlined to include more catwalk and global trend inspiration. ‘Seasonal must-haves’ will be found in abundance alongside classic clothing essentials, making your wardrobe work harder for you with a range of versatile, on trend looks to take you through the season and beyond. Sainsbury’s has also invested in a 30-strong design team, bringing a renewed focus to key areas including womenswear, accessories, lingerie and denim. The AW13 collection will showcase Tu’s enhanced design credentials across all ranges.

 

The womenswear collection includes a mix of 20’s and 30’s Great Gatsby inspired vintage pieces and clean, contemporary oversized coats and knits. The menswear range focuses on heritage pieces including fairisle knits and wax cotton jackets in addition to Nordic naval inspired items such as pea coats, chunky knits and dark denim. Childrenswear includes a vibrant mix of colourful knitwear, on trend outwear and an extensive mix of dress-up items. The range also introduces new fabrications including marl yarns and slub fabrics, as well as launching a new girlswear collection that has been ‘Made in Britain’ featuring fashion led, vibrant prints and designs.

 

The collections will continue to provide stand-out value with men’s lambswool jumpers starting at £20, 100% leather handbags for £35 and women’s jeans starting at £12.50. There is also a commitment towards increased ‘newness’ with range refreshments happening every 6 weeks – helping bring ‘seasonal must-haves’ and trend led fashion to customers more effectively.  

 

IN-STORE

A more inspiring store experience will include stylishly merchandised collections and easier to navigate shop floor layouts, to help customers discover new outfits, quickly and easily.New store concepts, with mannequins showcasing key looks alongside changing facilities and dedicated staff, have already been launched in two flagship stores (King’s Lynn, Norfolk and Weedon Road, Northampton).

 

NEW BRANDING

As part of the rebrand a new softer logo will be revealed for Tu, positioning it as an established fashion brand. All of the packaging, from the swing tags to the hangers will carry this new, more contemporary look, supporting the new look Tu and reflecting Sainsbury’s commitment to always put customers first – helping them find a style that works for them with quality items at unbelievable prices.

 

Director for Tu Clothing, James Brown said: “After an outstanding performance over the past couple of years and as we approach Tu at Sainsbury’s tenth anniversary, it’s the right time to reinvigorate the brand. We constantly listen to our customers and look at how we can improve our offer and the rebrand is about engaging with them at a deeper level – inspiringthem to discover their own unique style, with quality and fashion inspired clothes at amazing prices.”

 

From 12th September onwards the re launch will be in 395 stores across the nation.