Oasis in concession tie-up with Sainsbury’s

By

Barbara Santamaria

Published
Oct 25, 2018

Fashion chain Oasis has teamed up with Sainsbury’s to offer its collections in five supermarkets across the UK in a bid to boost sales.

The Oasis concessions will open in locations where Tu clothing performs particularly strongly, the companies said in a statement on Thursday. Two spaces will open at Sainsbury’s Sydenham in South London and Sainsbury’s Selly Oak near Birmingham just in time for Christmas, followed by three more early next year.

While this is the first time Oasis has made its ranges available to customers in a supermarket setting, the fashion retailer highlighted that Sainsbury’s is the UK’s sixth largest clothing retailer by volume. And of course, if its Asda merger gets the green light, it will become even bigger.

Footwear chain Clarks and optical retail chain Specsavers also have concessions in Sainsbury’s supermarkets.

“Trialling Oasis in Sainsbury’s is an exciting development for us,” said Oasis CEO Designate Hash Ladha. “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. We are looking forward to presenting our brand to new customers”.

Sainsbury’s commercial director James Brown added that the concessions will complement the supermarket’s Tu clothing offer and support its strategy to transform its stores into leading fashion destinations.

The partnership comes shortly after a number of credit insurers decided to withdraw insurance cover for Oasis and Warehouse amid concerns about their profitability. The brands, owned by Aurora Fashions, have joined a long list of retailers struggling to survive amid mounting pressures on the UK high street.