Sainsbury's has announced the creation of a new 'fashion destination hub' in its London Colney supermarket. 

The superstore in Colney Fields Shopping Park will launch its new fashion space this month, and is one of just nine stores across the country to receive the upgrade initially.

"Complementary brand partners" will be offered alongside the Tu clothing range that is normally found in Sainsbury's stores.


Women's clothing from four of Sosandar, Simply Be, Dragon's Den star Touker Suleyman's Finery, Vogue Williams for Little Mistress, Thought, Burgs and Brakeburn will be on sale at the site.

Herts Advertiser: Sainsbury's new fashion hub.Sainsbury's new fashion hub. (Image: Sainsbury's)

The other eight stores included in Sainsbury's initial 'fashion destination hub' roll-out are as follows:

  • Stanway – Colchester  
  • Crayford – Dartford  
  • Bybrook – Ashford  
  • Longwater – Norwich  
  • Calcot – Reading  
  • Osmaston Park – Derby  
  • Selly Oak – Birmingham  
  • Sydenham – London  

Christine Kasoulis, Sainsbury’s clothing business unit director said: “We’ve been harnessing the strength of our much-loved own brand range, Tu clothing, to successfully introduce fashion brands online over the last year.

"Building on the success we’ve seen at, we’re delighted to launch our new fashion destination hubs to offer customers a curation of exciting brands when they shop with us in store.

"We’re proud to be collaborating with so many brilliant partners that align to our values and who we hope will introduce new customers to our stylish Tu clothing range while giving our existing customers even more variety, whenever and however they choose to shop with us.”

Herts Advertiser: Dragon's Den star Touker Suleyman.Dragon's Den star Touker Suleyman. (Image: Harley Moon Kemp)

Touker Suleyman commented: "We’re excited to launch Finery into Sainsbury’s stores, it’s a great first venture to enter the brand into retail space and give customers the opportunity to see and shop the product ranges."

Sarah Welsh, CEO of retail at N Brown added: “We are delighted to have partnered with Sainsbury's, one of the UK's most established and well-known retailers.

"Serving a broad customer group in synergy with our brands' own target demographic, the partnership aligns with N Brown's core ethos of championing inclusivity and serving the underserved."

Lastly, Ali Hall and Julie Lavington, co-CEOs of Sosandar, commented: "As one of the anchor brands chosen for this rollout, we are delighted to see the strength of our brand being recognised by a household name such as Sainsbury’s and believe our product will be the perfect fit for its customers."

Herts Advertiser: Sainsbury's superstore in London Colney.Sainsbury's superstore in London Colney. (Image: Google Maps)