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Sainsburys and Admiral launch Performance collection

SAINSBURY’S and Admiral celebrated the brand’s first birthday of the deal to sell its casual menswear in the supermarket’s stores by launching a new range.

Sainsbury’s is now set to launch a new Admiral range for men – the Admiral Performance collection. 

James Brown, director of non-food at Sainsbury’s said: “The Admiral brand is associated with a sporty, on-trend casual look, and the success of our Admiral launch last year has paved the way for the brand’s development into more functional performance wear. 

“The activewear market is growing fast so we’re delighted to add Admiral Performance to our Admiral Gold and Admiral Retro collections.”

Admiral Performance wear will appeal to men who want to embrace a healthier, more active lifestyle and look good while at the same time.

It is a true performance range, using ultra stretch, lightweight fabrics that wick away sweat to keep wearers comfortable. 
It is treated with an antibacterial finish and is designed to fit well and adjust to the body during high-intensity exercise. 

John Carolan, head of menswear and childrenswear buying, said: “The launch of Admiral last year was a real turning point.

“It attracted men to have a look at what we offer, and they liked what they saw.  We also saw a ‘halo’ effect on the rest of the range, with Tu menswear increasing in market share.

“In fact, we are growing sales and market share across all our clothing areas.

“Much of the interest in sportswear has been driven by the fact that it is so fashionable.

“Our Admiral Performance wear is functional as well as on-trend, and it feeds in to the whole athleisure concept.

“And of course, gym memberships are rising as more people take to the treadmill.”

 Over the last few years there has been a radical shift in menswear retailing.

Gone are the days when the majority of menswear was bought by women – the ratio has now turned on its head, with 54% of Sainsbury’s menswear now bought by men for themselves, an increase of 23% over two years.

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