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Sainsbury's in non-food drive
Robert Lea, Evening Standard25.04.08
Sainsbury's will attempt to catch up arch-rivals Tesco and Asda in the sale of non-food goods with the launch this weekend of Tu home, a new brand of homewares.
"Tu home is an important milestone in the development of our non-food targets," said Richard Jones, Sainsbury's head of general merchandise.
"Our customers are telling us they want the added choice of styling but great value homeware."
The launch of the brand and 1700 homeware products is initially rolling out in the group's store in Sydenham, south London, and is Sainsbury's single biggest leap into non-food products.
It follows chief executive Justin King's diktat to grow non-food sales by £1 billion over the next two years and make up ground on Tesco and Asda.
The Tu home banner will include pots and pans, bathroom fittings, lamps, lights, cushions and curtains.
It is aimed at augmenting Sainsbury's current non-food brands, Different by Design and the value offer Basics.
