Sainsbury has denied that it has scaled back the launch of its new Tu clothing range next month after reports that it had scrapped a £4m TV launch of the new label.
A spokeswomen said that there had been no plans for such advertising, and added: “When we are planning the launch of any new range we consider all the communication options and design the best, most appropriate campaign to reach the most customers.
“With the range only being sold in 160 stores, we decided that TV was not the best option.”
Sainsbury has recruited a team of designers from established names in the clothing industry, including French Connection, Burberry, Karen Millen, Marks and Spencer and George, to create its new label.
Figures released by Sainsbury show that its current clothing range accounts for 0.3% of the £35bn UK clothing market, compared to Tesco’s 1.5% and Asda’s 3.3% share.
“There is a great opportunity for Sainsbury to capitalise on the growing non-food market,” said the spokeswoman. “And [Tu] forms an integral part of Sainsbury’s non-food strategy, alongside the Home range launched last September.”