Feb 5, 2018
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Morrisons to launch Nutmeg clothing brand online

Feb 5, 2018

UK supermarkets giant Morrisons is set to launch its clothing brand Nutmeg online with the digital operation being handled by omnichannel cloud commerce platform Kooomo.


While it has a lower fashion profile than the other three of the UK’s ‘big four’ supermarket chains (Tesco, Asda and Sainsbury’s) Morrisons has been ramping up its fashion offer in recent periods and  around a year ago added womenswear to the existing kidswear offer.

The new agreement with Kooomo will see that company undertaking management of Nutmeg’s entire digital operations. That means it will provide the platform and the consulting services to take care of operations, from e-store management and merchandising through to SEO and social media marketing.

The customer won’t know that, of course. All shoppers will know is that it’s the Morrisons fashion offer and that they’ll be able to buy online, get it delivered or collect in-stores, and collect rewards points through the supermarket chain’s loyalty programme.

“Launching in September, the site will feel like Nutmeg and Kooomo will provide the infrastructure so that customers can view and buy from the complete range,” the company said.

The Nutmeg womenswear offer is currently available in almost 100 stores across the UK with babywear available in all of the chain’s 491 stores.
Christine Bryce, Category Director for Nutmeg at Morrisons said the new deal will allow it to reach more customers and that one of the reasons it selected Kooomo was because of the firm’s experience of working with fashion retailers. 

Koomoo CEO Ciaran Bollard added: "Taking a fashion brand online is an important step for any retailer, given that Fashion is dominating click-and-ollect revenues of £10 billion and growing at over 50% in the UK market. Despite the compelling business case, still only half of the top UK retailers have implemented click-and-collect.”

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