Sainsbury's opens department store-style supermarket

By

Sandra Halliday

Published
Nov 21, 2018

Sainsbury’s opened a giant superstore in Selly Oak near Birmingham on Wednesday but it was more than just a new branch opening with the concept featuring department store elements as well as its regular supermarket offer.

On the fashion front, the store carries its Tu offer as well as hosting a concession from new fashion partner Oasis. The Oasis link-up could be key for both companies as it boosts Sainsbury’s fashion credentials beyond being a ‘supermarket’ brand and also offers Oasis access to a much larger consumer base.

Meanwhile, to add to the store’s appeal as a fashion destination, jewellery and watches from its Argos offer will also be available directly inside the clothing area.

The beauty offer has been ramped up too following recent news that the company is diving deeper into wellness and beauty with a Fragrance Shop concession and a number of premium brands also in-store.

To add to the department store feel, the Argos general merchandise offer and the interiors-focused Habitat sections that are usually kept separate from the main body of the supermarket have been integrated into the main shop floor. Products from those brands are being displayed in room settings.

The 67,000 sq ft store also has a dining area that’s an important element in boosting dwell time at the store. The new dine-in Food Market concept means shoppers can buy dishes from a number of food brands and eat them in the large food court.