Sainsbury’s Tu steps up premium offering with ‘most elevated’ collection to date

Sainsbury’s fashion brand Tu has unveiled what it calls its most elevated womenswear collection to date for autumn/winter 2026, with 86% of the range priced below £30 and 65% below £25.

The collection places greater emphasis on premium fabrics and statement outerwear, with prices starting at £5. It will arrive through phased monthly drops from September to December.

Warm neutrals, orange accents and brown tones feature in September’s edit. Green shades, frogging details and the main coat launch arrive in October, followed in November by red, statement florals and embellished occasionwear ahead of the festive season. Further products will follow in December.

For AW26, Tu has also expanded its premium knitwear selection to four times as many options as before, with merino and lambswool joined by cashmere, mohair and alpaca.

Lambswool pieces start at £34, while mohair starts at £45 and cashmere at £69. The expansion follows Tu’s sold-out 100% cashmere launch in 2025 and its 100% linen edit for summer 2026.

Mel Evans, Head of Womenswear Buying at Tu, said: “This season is a real step forward for Tu womenswear.”

She said the collection gives customers more choice across their wardrobes, covering premium knitwear, coats, accessories and everyday products.

Outerwear is the main product focus, spanning funnel-neck shapes, military-inspired detailing, PU finishes and wool-blend constructions. Key products include a Denim Military Jacket and an Double-Faced Wool Blend Coat, which Evans selected as her personal favourite from the range.

Also joining the range is Tu’s first down-filled puffer coat, which costs £85 and uses recycled down and feathers. A fully waterproof parka will retail for £55.

Elsewhere, sharper silhouettes appear throughout the collection, alongside sculpted layers and fluid drapes on products intended for both daytime and evening wear. Pieces including a Burgundy Check Kilt, Brown Sequin Lace Camisole, Mid Denim Embellished Jean and Mono Faux Fur Jacket feature satin, velvet, sheer finishes and embellishment.

The accessories offering includes a Zebra Leather Ponyskin Slouch Handheld Bag and Brown Faux Fur Pillbox Hat. Almond-toe shoes appear across the footwear range, alongside ruched boots, wedge heels, ballet flats and leopard print, while selected styles feature padded footbeds.

The launch follows a mixed period for the Sainsbury’s clothing business. Tu sales fell 2.1% during the 16 weeks to 20 June 2026 against a tough comparison, after annual sales increased by 4.8%, with volume up 6% and online sales rising by more than 20%.

Tu will sell the AW26 collection via tu.co.uk, argos.co.uk and selected Sainsbury’s stores. Womenswear is available in UK sizes 6 to 26, while footwear runs from sizes 3 to 8.