Morrisons is to open its new clothing HQ in Leicestershire next week as it gears up for the launch of its clothing range Nutmeg, which is primarily for children, next Easter.

The supermarket said Nutmeg - the name was chosen because it connotes fresh food - would offer a “simpler choice than the collections offered by rivals, with an aim of providing high-quality clothing at affordable prices”. It will launch initially with a range of children’s clothing and adult essentials in 100 stores in March.

The HQ, in Coalville, will house a 50-strong team mainly of buyers, merchandisers and designers, many of whom have been recruited from other supermarket and fashion high-street retailers. It is situated in an area with a textile heritage and is close to Asda’s George HQ and Next.

Morrisons currently sells clothes through a tie-up with Peacocks, from whom it recently recruited Tim Bettley as director of clothing. It is now pursuing a strategy in which it controls the design and buying.

“We want to offer a different approach than other supermarkets, with simple, hard-wearing fashion that is easy for customers to pick up while they are doing their food shop,” said Bettley.

“This is a great opportunity because Morrisons shoppers are looking for a fresh approach to supermarket fashion.”