Sainsbury’s market share climbs with boost from Tu's fashion offering

Sainsbury’s has reported an 8% uplift in Tu Clothing sales for the 16 weeks to 21 June 2025, outperforming the wider market and helping drive the supermarket’s highest market share since 2016.

Growth was led by a 13% rise in womenswear, which the group attributed to "improved design and strong availability". Seasonal demand, paired with warmer spring weather, supported strong performance across its summer assortment, particularly in occasion and holiday-led categories.

The results were part of a robust first quarter for the retailer. Total sales, excluding fuel, rose by 4.9%, while general merchandise and clothing together grew by 4.2%. Argos, which also sits within Sainsbury’s general merchandise division, returned to growth with sales up 4.4%.

Simon Roberts, Chief Executive of J Sainsbury plc, said: "Our winning combination of great value, outstanding quality, excellent availability and leading customer service has driven further share gains, reaching our highest market share in almost a decade. We’re delivering our strongest ever customer offer."

The results underline Sainsbury’s efforts to position Tu Clothing as a more style-conscious, value-driven fashion option within the grocery retail environment. The brand has continued to expand its range of wardrobe essentials and trend-led collections, supported by the reach of Sainsbury’s extensive store network and online distribution.

Looking ahead, Sainsbury’s reaffirmed its full-year guidance of around £1 billion in retail underlying operating profit, with second-half strength expected. Retail free cash flow is forecast to exceed £500 million.

It also plans to continue pushing Tu Clothing. In March, Sainsbury's appointed Ben Smith, Matalan's former Chief Trading Officer, as its Clothing Managing Director to lead Tu.

At the time, Sainsbury’s spokesperson told TheIndustry.fashion: "We’re pleased to be welcoming Ben Smith to Sainsbury’s later this year, to take up the role of Clothing Managing Director. Ben brings substantial clothing retail experience and will be an excellent addition to the business. He will report to Rhian Bartlett, Chief Commercial Officer."

Sainsbury’s clothing success comes as rivals like Asda double down on their own fashion ambitions. Despite reporting a £600 million loss and a 3.1% drop in sales in Q1 2025, Asda’s George clothing range has emerged as a rare bright spot, posting 3.5% like-for-like growth.

The supermarket recently opened a standalone George concept store in Leeds, styled more like a high street fashion destination than a supermarket aisle. It’s a move designed to reposition George as a credible lifestyle brand and potentially pave the way for a broader retail expansion.

Asda now plans to transform up to 100 stores to better spotlight George fashion, with chairman Allan Leighton reportedly backing George to lead the brand’s revival. The bold ambition: to surpass Primark and become the UK’s number one clothing retailer - an escalation in what is becoming an increasingly competitive supermarket fashion market.