Lifestyle push for Sainsbury’s

Sainsbury’s is set to make a significant investment in its design capability for homewares and kitchen products, following its tie- up with Terence Conran last week.

The supermarket chain is planning to ramp up its sourcing and manufacturing bases overseas to support its forthcoming ‘by’ range, confirms Sainsbury’s head of non-food Richard Cristofoli.

Sainsbury’s plans to launch ‘by’ in October, in tandem with floral designer Orlando Hamilton and fashion designer Orla Kiely.

‘I have been invited to design a range of 300 different products for the kitchen and garden, and I am working hard with Sainsbury’s buyers so they can be sold at the right price,’ explains Conran.