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New standalone store to boost Morrisons’ Nutmeg clothing label

Grocer’s Nutmeg range includes a number of licences which could benefit from new concept store.

Morrisons is to launch its first concept store to help drive sales of its Nutmeg clothing label, plus own brand homewares.

The grocer has already posted job adverts seeking a team leader and customer assistants for the new store, which will be located in Bolsover, Derbyshire, reported Retail Week.

Described as a ‘one of a kind’ store by the retailer, it will be the first one ever opened as a fashion and home store outside of a Morrisons supermarket.

Nutmeg womenswear is currently available across 100 Morrisons outlets, while its childrenswear is available in all of its stores.

A dedicated Character Shop has a strong presence on nutmeg.morrisons.com and, although there is no confirmation whether licensed lines will feature in the Bolsover concept store, the potential is there for it to provide an extra platform for apparel licensees.

Brands online for Nutmeg include the likes of Hey Duggee, Toy Story, Peppa Pig, Harry Potter, Mr Men, PAW Patrol, Minecraft, Marvel Avengers, Frozen, emoji, Trolls, Disney Princess, Sonic the Hedgehog, PlayStation and Batman among others.

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