Sainsbury’s, the UK’s sixth largest retailer in the homeware market, has developed a new kitchenware range with Britain’s top consumer champion, the Good Housekeeping Institute (GHI), to appeal to its “confident cook” customers.
Sainsbury’s non-food business of clothing and general merchandise is growing at a record rate and over the past year sales of its “Kitchen Shop” range have grown by 20% year on year.
The new, exclusive brand of over 30 kitchen products, which will be sold under the “Good Housekeeping” brand, has been created by Sainsbury’s in-house kitchenware buyers and tried and tested to the highest standard by the dedicated team of experts at the Good Housekeeping Institute. The range includes tri-ply pans from £20, cast iron dishes from £35 made using traditional casting techniques, non-slip bowls from £5 and santoku knives for £12.
Robbie Feather, Sainsbury’s Director of General Merchandise said; “Sainsbury’s food heritage means many of our customers are keen and confident cooks who are looking for excellent quality kitchen products at great value to mirror our food offer.
“Good Housekeeping is the perfect partner for us to work with on this because our brands have such high levels of trust and we share a passion for quality and cooking. We already have plans to expand this range which complements our strong own-label kitchenware.”
Lindsay Nicholson, Good Housekeeping Editorial Director said; “I’m delighted to launch our fantastic kitchenware range exclusively through Sainsbury’s. Together we have worked extremely hard developing The Good Housekeeping Cooks’ Range, which based on the extensive knowledge and heritage of both brands. It contains everything an enthusiastic cook could need and has been thoroughly tested in our own Good Housekeeping kitchens.”
Sainsbury’s has been trialing a new store within a store format for its non-food private brands at its larger stores. This has now been rolled out to 50 stores across the UK.
The brand will be available in 120 stores across the UK and online from Sainsbury’s website.