Little Mistress in Sainsbury's Tu webstore link-up

By

Sandra Halliday

Published
Feb 21, 2023

Sainsbury’s is continuing to burnish its fashion credentials. Not long after a deal was announced with Sosandar, Little mistress has struck a deal with the supermarkets giant. Its SS23 collection is now available on Sainsbury’s Tu webstore.

The womenswear label has been striking a wide variety of retailer partnerships and said that with this deal, it becomes “the first UK brand to sell through the ‘big 7 retailers’: John Lewis, M&S, Next, JD Williams, Matalan, ASOS and now Sainsbury’s”.

Those retailers — particularly Sainsbury’s M&S, Next and JD Williams that had once been known for their single own-brands — are among the most active in Europe in terms of striking third-party deals for mainly-online retail. And their approach is changing the face of UK fashion retail.

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Little Mistress said it sees the new Sainsbury’s partnership as “a key retail move” with the supermarket being “one of the UK’s most loved and trusted retailers, which has developed a respected reputation in the fashion market with its Tu brand”.

The company is aiming to reach “a new demographic” via its presence on Tu.co.uk.

Mark Ashton, CEO and founder of Little Mistress, said: “We continue to adapt our collections to respond to demand from our retail partners and customers alike whilst driving our existing collaborations with talent. We are able to offer our big retailers’ exclusive colours and styles at sharper prices which has proved increasingly important throughout the cost-of-living crisis.”