SAINSBURY’S Tu clothing line is launching a new rage of ‘athleisure’ sportswear in more than 170 stores.
The market is estimated to be worth $194bn worldwide, and is growing in importance as the boundaries between workplace, home and leisure pursuits are increasingly blurred.
James Brown, Director of Non-Food Trading at Sainsbury’s, said: “Men and women of all ages are embracing the concept of more casual dressing.
“There is definitely a trend towards people wearing sport-inspired fashion throughout the day because it fits in with the way people live their lives these days.
“We’ve designed our ‘athleisure’ range to be stylish, comfortable and great quality and it’s a growing part of our clothing offer this year because we believe it’s exactly what our customers want to buy.
“Shopping for clothing in supermarkets has become firmly established, and our strategy of offering customers high street style at supermarket prices in an attractive, department store-style setting has helped us to increase our market share.
“Over 8 million customers bought clothing from us over the past year and clothing at Sainsbury’s is heading towards a £1bn business.
“We are now the sixth largest clothing retailer by volume, up from seventh place last year.”
Launched just in time for the Summer of Sport, Sainsbury’s ‘athleisure’ range has doubled in size.
The Tu athleisure range will also be available online and is an example of Sainsbury’s driving forward with its strategy to grow its non-food business and maximise retail space.
