Sainsbury’s boosts non-food range
Supermarket operator aiming to compete with rivals
September 15 2003
Sainsbury’s has a launched its new non-food range, with 2,500 additional homeware and cookware products designed to compete with the growing market share of rivals.
The range goes on sale in 12 selected stores this week, and will be introduced into over half the estate by the end of October.
The biggest ever range launched in Sainsbury’s history is further complemented by the addition of 1,500 new own-label and established brands to Sainsbury’s health and beauty offer.
Sainsbury’s chief executive, Sir Peter Davis said: “Our customers are clear that we should be first for food but also wanted us to develop a non- food offer the Sainsbury’s way – providing quality products but at great value prices.
“Customers increasingly want supermarkets to offer other ranges and services in addition to their core food offer and we have developed products to satisfy this need and complement our focus on quality and value.”
The full new non-food range consists of soft furnishings, cookware, bedding, home and bathroom accessories, as well as new, larger ranges of home entertainment products, books and toys.
By the end of October, 285 Sainsbury’s stores across the UK will be selling the products and by the end of the financial year 80 stores will have a dedicated home area. Nearly all Sainsbury’s supermarkets will sell a selection of crockery, cutlery, glassware, home accessories and stationery.
As part of the ongoing recovery programme implemented by Davis, stores have been extended and refurbished, enabling the company to increase sales space without impacting on its food offer.
The non-food team is headed up by Keith Evans, formerly trading director at B&Q and director of homeware at Marks and Spencer. A new team of designers and buyers, whose experience includes retailers such as Carrefour, Conran, Habitat, Heals, Marks & Spencer, Next, Target and Wedgewood, have spent the last year developing the range. The range will be updated twice a year to reflect seasonal changes.
Sainsbury’s key rivals, market leader Tesco and Wal-Mart owned Asda, have both seen growth boosted by non-food sales. Sainsbury’s also believes it can take share from high street department store retailers, including John Lewis, which is itself trialing a combined grocery and homeware format through its Waitrose chain.
The expanded health and beauty range follows the ending of trials of in-store areas in Sainsbury’s supermarkets operated by Boots.
