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Sainsbury’s expands athleisure range for ‘Summer of Sport’

Sainsbury’s is doubling the size of its athleisure range under its extensive Tu label as part of the UK supermarket giant’s aim of become a £1bn clothing destination.

The expanded range will be in 170 Sainsbury’s stores from August 7, launching in time for its ‘Summer of Sport’ initiative to coincide with the Rio Olympics.

Sainsbury’s says the collection should appeal to both those who want to embrace a healthier lifestyle, and those who just want to look good.

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.”

He added: “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.”

Sainsbury’s said last year more than 8m customers shopped for clothes at its stores and online and is now the sixth largest UK clothing retailer by volume, up from seventh place last year.

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