How to Get Kicked Out of A Sainsbury’s?

The first in my series of Private Brand snapshots from my trip to London finds me in the Sainsbury’s in Fulham Broadway Retail Centre, my wife and I actually stumbled upon the store after getting off the tube. The caution I will include in all of these posts is very simple: this post is the result of one store visit and reflects what I saw in the actual store, a true picture of a retailers strategy would require significantly more research and analysis.  Sainsbury’s is the third largest chain of supermarkets in the United Kingdom with a 16.5%+ share of the UK supermarket channel. Sainsbury’s operates approximately 557 supermarkets and 377 convenience stores totaling 934 stores.

Unfortunately I was only able to snap a few shots on my iPhone before being run out of the store by a polite but firm manager. Even after working in retail for many years I can’t say I understand this policy, no photography in store, yet I can buy any of the products and take them home to photograph. Perhaps then it is the signage or merchandising? Yet it is a public place and I can walk through everyday see every sign and every aspect of the merchandising.

Sainsbury’s portfolio of Private Brands follows the expected English formula with all products being a part of the Sainsbury’s brand and sub brands for value tiers or discrete categories helping the merchandise team select products.

Sainsbury’s Taste the Difference

Best – Premium – they avoided the now clichéd black packaging, but the dark purple design is easily perceived as black and still fits into the English premium Private Brand formula.

by Sainsbury’s

Better – National Brand Equivalent – by Sainsbury’s may also be divided into smaller sub brands such as “Italian by Sainsbury’s”

Sainsbury’s be good to yourself
Better – National Brand Equivalent: Healthy Choice Brand

Sainsbury’s freefrom
Better – National Brand Equivalent: Offers free from options including: wheat, gluten and dairy

Sainsbury’s SO organics
Better – National Brand Equivalent: Organic – The similarity to O organic from Safeway, is not lost on American readers

Sainsbury’s basics

Good – Value basics – The design speaks for itself and clearly feels at home with Tesco Value or any of the basic brands in the UK.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.