Birmingham's Selly Oak store is among the stores in the September roll-out Sainsbury's is creating new
fashion hubs across nine of its stores this month - that will offer third-party brand partners alongside its popular Tu Clothing range . The move is part of a plan to create at least 50 fashion destination hubs in Sainsbury's stores. The first nine stores included in this month's launch will offer a curated edit of women's fashion from established brands including Sosandar and Simply Be . As well as collections from Finery , Little Mistress By
Vogue Williams , Thought , Burgs and Brakeburn . Customers will also be able to shop the full range of more than 30 brand partners online at Tu.co.uk , where they benefit from quick and convenient delivery, as well as the opportunity to collect and spend Nectar points. Read more: Sainsbury's TU £28 lightweight padded jacket is 'perfect' for autumn The supermarket called the move "an exciting new venture". It will also see Sainsbury's retail exclusive product ranges and support the expansion of the broader clothing offering, particularly across more specialist product areas such as curve, maternity, lingerie and tailoring. Among the first nine stores in the roll-out is Birmingham's Selly Oak store, on Selly Oak Shopping Park, off Aston Webb Boulevard. The full list of stores included in the September roll-out of fashion destination hubs are: Stanway - Colchester Crayford - Dartford Bybrook - Ashford Longwater - Norwich Calcot - Reading Osmaston Park - Derby Selly Oak - Birmingham Sydenham -
London London Colney - St Albans The stores will range between four and seven brands, all of which have been selected to provide new and existing customers with an offering of contemporary womenswear fashion when shopping in store. Christine Kasoulis, Sainsbury’s clothing 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 tu.co.uk, 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."