Sainsbury has struck deals with three leading designers to create an exclusive new range of lifestyle products called ‘by’.

Cookware designed by Terence Conran, cut flowers and planted arrangements from Orlando Hamilton and home accessories and stationery from Orla Kiely will hit more than 200 stores in October, to coincide with the launch of Sainsbury’s new clothing range, ‘Tu’.

The ranges, featuring the strapline, “created for you by the world’s leading talents,” will offer high quality at “unrivalled value for money prices,” said Sainsbury’s head of non-food marketing and development, Richard Cristofoli.

The new clothing range - created by in-house designers - will replace the Jeff & Co range, which is being phased.

It will be available in 160 stores with 120 carrying the whole range and 40 carrying childrenswear only.