Fashion chain store brand Sainsbury has announced that it will sell Oasis branded clothes in its stores as a way to diversify its floor space. The Oasis chain will open before Christmas at Sainsbury’s branches in Sydenham and Selly Oak store located in Birmingham. Sainsbury hoped that this new addition to its chain stores will now make it a fashion destination for fashion conscious women of today. With growing availability of branded and unbranded fashionable clothing online, brick and mortar stores are increasingly finding it hard to improve their revenues and are expanding their products on offer.
Sainsbury has announced that three more Oasis outlets will open in its other outlets during spring. To improve sales and offer customers a wide choice of brands, Sainsbury has already assigned dedicated floor space to firms like Argos, Clarks, Habitat and Specsavers. Its closest rival Tesco has given concessions to brands like Dorothy Perkins, Evans and Burton while Waitrose has joined hands with healthcare provider Bupa to provide in-store medical services to customers. Chain stores like Morrisons now host Timpson shoe repair kiosks and key cutting outlets to attract casual buyers.
Though Sainsbury sells clothes under its in-house brand TU it said that the addition of Oasis to its stores would complement its wide range of fashionable clothes. The supermarket chain is already in the process of merging with ASDA and said that clothing accounts for $1 billion of its annual sales. CEO of Oasis Hash Ladha expressed his excitement about the arrangement with Sainsbury stating that this will help both of them grow exponentially as both brands have similar customer demographic. Tough economic times in recent years have put pressures on fashion brands as customers have tightened purse strings. Aurora Fashions that owns Oasis also has other brands like Warehouse and Coast under its umbrella.