Sainsbury’s To Launch GM Private Brand

by-sainsbury_s-ironUK retailer Sainsbury will extend the “by Sainsbury” Private Brand across Sainsbury’s general merchandise lines beginning in August 2013. Following the success of the range within food, the retailer will roll out the brand across its GM categories in all stores over the next two years, including a mix of existing, improved and new products.

The by Sainsbury’s brand, introduced across food in September last year, and has played an integral role in growing Sainsbury’s Private Brand offering with 97% of customers already buying by Sainsbury’s products.

According to Robbie Feather, Director of General Merchandise: “There is a huge amount of existing loyalty for by Sainsbury’s, driven by its success across our food category. Moving the brand into general merchandise recognizes the opportunity to capitalize on this success and extend the loyalty further across the business.”

by-sainsbury_s-kettleby Sainsbury’s products will provide simple and essential, everyday products designed to exceed customer expectations for quality and value. New product designs will each be carefully developed, sourced and selected, providing a reassuring feel of quality, substance and integrity – all core hallmarks of Sainsbury’s own brand products.

A significant investment will support the launch to help customers navigate the breadth of the range and the products will be grouped so that people understand the extent of the offer and will be able to find their preferred choice and price point as follows:

  • basics – products at entry price point that provide unbelievable value
  • by Sainsbury’s – highly durable, simply crafted and contemporary, everyday products
  • Collection [Kitchen, Home, Cook] – a range of high quality deigned products made with premium materials and finishes

As part of the recent boost to the Tu clothing range, which sees new branding and an improved in store experience for customers, GM will simultaneously see existing Tu branding being phased out, repositioning Tu as a clothing brand in its own right.



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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.