May 11, 2023
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Sainsbury's dives deeper into fashion with two new brands

May 11, 2023

The fashion evolution of supermarkets continues apace at Sainsbury's with the UK retail giant launching two new exclusive ready-to-wear womenswear brands for spring/summer.

For All The Love

Tu at Sainsbury’s has added Everbelle and For All The Love to its already extensive fashion and lifestyle offer. 

The former is a new womenswear lifestyle brand offering easy-to-wear wardrobe essentials, and the latter a trend-led, affordable range exclusively online. Both brands are available in UK sizes 6-18.

Everbelle is inspired by the “simple beauty of the everyday,” featuring timeless silhouettes in “confident prints and colours with pretty detailing”. Key pieces include the Broderie maxi dress and patchwork floral coord, with prices starting at 24 pounds for a floral woven top.


The new label will be available to buy online at Tu.co.uk and in five select Sainsbury’s stores: Fosse Park in Leicester; Stirling in Scotland; Hankridge Farm in Taunton, Somerset; Low Hall in Walthamstow, London and Wakefield Marshway in Wakefield.

The For All The Love collection is anchored by bold colour palettes and statement prints, with key pieces including a colour block maxi dress and the geo print coord. Prices start at £10 pounds for a T-shirt.

Emma Benjafield, director of product at Sainsbury’s clothing, said: “The introduction of these exciting new brands means our customers have even more choice. Whether they’re looking for a statement dress for an occasion, or versatile pieces to dress up and down, there are so many options and we’re confident all pieces will work really well with customers’ existing wardrobes.”

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