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Sainsbury’s and Oasis team on in-store partnership

Trial could see Oasis’ licensed collabs featuring in five Sainsbury’s stores by spring 2019.

Sainsbury’s and Oasis are teaming up to bring Oasis fashion ranges to customers in five of the grocer’s stores by early spring 2019.

The deal marks the first time that Oasis has made its ranges available to customers in a supermarket setting, and could see some of its popular licensed collaborations attracting new audiences.

Two Oasis concessions will be open to customers in time for Christmas at Sainsbury’s Sydenham in South London and Sainsbury’s Selly Oak near Birmingham.

The two Oasis concessions have been selected to be in supermarkets where Tu clothing performs particularly strongly and in the case of Selly Oak, its new flagship store, with complementary ranges helping to make Sainsbury’s a fashion destination.

Sainsbury’s is the sixth largest clothing retailer by volume and clothing now accounts for £1 billion of the retailer’s sales.

“We are delighted to be welcoming Oasis to Sainsbury’s stores,” said James Brown, Sainsbury’s director of commercial. “Its on-trend fashion ranges will complement our high quality Tu clothing offer and support our strategy to make our stores leading fashion destinations.

“The initial trial will see two stores open in time for Christmas which is brilliant news for those looking for a party outfit or a special gift.”

CEO designate of Oasis, Hash Ladha, added: “Trialling Oasis in Sainsbury’s is an exciting development for us. This is about presenting the Oasis product proposition and brand experience to Sainsbury’s customers.

“The customer demographic of both brands is very similar and therefore it is a natural strategic partnership. We are looking forward to opening two stores before Christmas and another three early next year and presenting our brand to new customers.”

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