Sainsbury's Non-food Catalogue Follows Online Launch

September 1, 2009

Sainsbury’s has launched its first home catalogue to stand alongside the company’s new non-food online offer.

The 98-page catalogue features 20% of the full online range and is designed to give people a taster of what is available on the site.

The catalogue has been divided into sections: Kitchen; Living and Dining; Bedroom; Home; Bathroom; Technology; DIY; Sports and Leisure; Toys and Luggage.

It has been mailed to customers who receive Sainsbury’s Fresh Ideas magazine and will be available free at all Sainsbury’s stores.

Mike Coupe: Non-food key to future growth

Tanya Lawler, director of direct channels at Sainsbury’s, said: “We aim to grow our non-food revenue by one third over the next year, and online will play a big part in that. The sainsburys.co.uk catalogue is designed to fit into a briefcase or handbag and make it easy for people to see the broad range of what we now sell, and whet their appetite so that they log on to check out our full offer and buy online.”

Sainsbury’s has added 4,500 non-food products to its grocery web site, and will increase the amount to 8,000 this month (September).

Key categories include core kitchenware essentials, soft furnishings, home electronics, home and garden furniture, bathroom suites, toys, luggage and sports equipment. The site also features a price comparison tool and information on high tech products available on the site.

The ranges include branded and own-brand items such as Different by design and the newly launched Tu Home range with 70% of the products exclusive to Sainsbury’s.

Mike Coupe, Sainsbury’s trading director, said: “The launch further emphasises non-food is key to Sainsbury’s growth strategy for the future. We already cover 88% of households with our online grocery deliveries, and our research shows that our customers want to buy non-food items from us too. So we believe this is the right time to build on the success of our existing online presence.”