Sainsbury’s Hi Fidelity Private Brand Records

UK based supermarket Sainsbury’s customers can now pick up some exclusive, freshly pressed vinyl alongside their freshly pressed fruit juices.

Following Sainsbury’s huge success in the vinyl revival, with one in every 20 vinyl records sold in the UK now purchased in a Sainsbury’s store, from Friday 3rd November, the supermarket will launch two vinyl compilation albums from its new Own Label imprint, via Universal and Warner Music. The records will be available in over 160 Sainsbury’s superstores around the country.

The first supermarket offering of its kind, the exclusive records have been tailored specifically to the tastes of Sainsbury’s shoppers. The two 20 track double albums ‘Hi Fidelity – A Taste Of Stereo Sound’ and ‘Coming into Los Angeles – A Taste of West Coast’ capture the classic sounds of the 60s and 70s, lining up iconic vinyl favorites such as Fleetwood Mac, Cat Stevens and Elton John alongside some lesser discovered artists.

Despite the rise of online music streaming services, the UK vinyl revival has seen sales of the format jump 37.6% in the first half of 2017 to £37.3m. Sainsbury’s began stocking vinyl in March 2016 for the first time since the 1980s and already accounts for almost 70% of the total grocery vinyl market.

The two Own Label compilations have been curated by renowned music journalist and Saint Etienne musician Bob Stanley. The artwork was inspired by the most iconic product designs to come out of Sainsbury’s in-house design studio, led by Peter Dixon between 1962 and 1977.

Sainsbury’s Head of Music and Books, Pete Selby, said: “Our customers’ love of vinyl shows no sign of abating, so alongside the classics albums, we want to offer our shoppers something they won’t find anywhere else. Our exclusive Own Label records have been carefully tailored towards the inquisitive, cultured tastes of our customers so we’re confident that they’ll love the sound of our new releases and our ever-increasing vinyl range.”

Sainsbury’s has sold almost 300,000 vinyl albums to date, from classic artists across the decades to current chart hits and new releases. The retailer’s best-selling album to date is Fleetwood Mac’s ‘Rumours’, with over 12,000 units sold.

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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.