Tesco has created a new non food sub brand as part of its drive to boost sales.
The activity comes as Tesco this week presented information to analysts on the health of its non food business. One analyst said the ranges he’d been shown at the Bar Hill store in Cambridge were “fabulous”, adding that it was having to shift enormous volumes of non food goods just to stand still. “But unfortunately everyone knows Tesco is great. I haven’t seen anything that’s going to drive up forecasts and ultimately the share price.”
The new At Home umbrella brand, along with logo, is likely to be central to its non food offer both in supermarkets and its new Home Plus non food format.
The brand has been registered at the Patent Office to cover its entire homewares range, from soft furnishings and sofas to kitchenware and flooring. In order to fulfil its ambition to be as big in non food as in its core food business, Tesco is also reviewing its existing store estate to make better use of space.
It has a number of planning applications for store extensions and rebuilds to specifically accommodate non food in areas such as Portsmouth and Trowbridge, Wiltshire. Tesco told analysts that it had a number of superstores lined up to be converted to its Extra format.
In addition, it has been reallocating space to put more emphasis on non food services. New internet shopping zones are being created to allow shoppers to browse online for larger items not stocked within their store.
Tesco reported in its final results last year that its UK non food growth was more than 17%, with total non food up from £5.1bn to £6bn.

Rachel Barnes
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