Sainsbury’s announces new in-store partnership with fashion brand Oasis

Supermarket has announced a string of deals aimed at expanding into new markets and growing customer base

Sainsbury’s has announced a new partnership with high street fashion brand Oasis, with plans to open five concessions in store by next spring.

The companies said the pair-up is expected to be a success because Sainsbury’s and Oasis cater to very similar demographics.

Two Oasis concessions will open at Sainsbury’s supermarkets before Christmas at Sydenham in south London and at Selly Oak, near Birmingham.

Sainsbury’s said these two locations had been “carefully selected” because they are stores where the Tu clothing range performs “particularly strongly”.

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

Hash Ladha, chief executive designate of Oasis, said: “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.”

This is the latest in a string of deals Sainsbury’s has executed in a bid to diversify its offering and grow its customer base. The retailer has previously agreed partnerships with Clarks and Specsavers.

Meanwhile, the group is in the process of buying Asda, which will make it the UK’s biggest retailer, ahead of Tesco, if the deal completes. The companies are waiting for regulatory approval from the competition watchdog, which may require the closure of hundreds of stores before the takeover can go ahead.

The CMA has said it will assess whether the merger “could lead to a worse outcome for shoppers through higher prices, a poorer shopping experience, or reductions in the range or quality of products offered”.