Sainsbury’s teams up with Russell Athletic

The supermarket is making a range of Russell Athletic clothing for men and women available on its Tu clothing website as part of its strategy to offer customers choice across different channels.
The partnership with Russell Athletic marks the first time Sainsbury’s female customers are able to buy branded clothing alongside Sainsbury’s Tu range. For men, it follows the success of leisurewear brand Admiral.
Sainsbury’s launched its first branded partnership with Admiral in stores and online in August 2015 and sales are now up 155% compared with the initial launch. The collection was originally available in 100 Sainsbury’s stores but has now been extended to 170 stores.
The supermarket said the partnership with Russell Athletic will enable it to grow its share of the ‘athleisure’ market.
Sainsbury’s commercial director James Brown added: “Sainsbury’s clothing business is quickly becoming a destination fashion brand, growing strongly over recent years and continuing to gain market share. Through working with brands we are able to offer our customers an even greater choice alongside our popular Tu range.”