By Sainsbury's iron

Sainsbury’s own-label brand By Sainsbury’s is rolling out to general merchandise

Sainsbury’s has revealed it is to roll out its own-label ‘By Sainsbury’s’ brand into general merchandise for the first time this August.

The own-label range will be rolled out to all stores over the next two years across a mix of existing, improved and new product lines.

Sainsbury’s says that 97% of its customers already buy products from the By Sainsbury’s range, which was introduced to food last September, and says it is playing an integral role in the growth of its own-brand offering.

“There is a huge amount of existing loyalty for By Sainsbury’s, driven by its success across our food category,” said director of general merchandise Robbie Feather.

“Moving the brand into general merchandise recognises the opportunity to capitalise on this success and extend the loyalty further across the business.”

In figures published yesterday, Sainsbury’s held onto its 16.5% market share in the 12 weeks ending 7 July, making it the only one of the big four supermarkets to have not lost share.