Sainsbury’s has appointed Portas as its lead creative agency for General Merchandise as it seeks to accelerate the growth of its nonfood business. The agency has been tasked with establishing Tu, the UK’s 6th largest clothing retailer, as a
destination brand for high-street fashion. They will also help Sainsbury’s launch a new brand, Sainsbury’s Home, which encompasses all the supermarket’s existing home collections. The investment in building the Tu and Sainsbury’s Home brands reflects the business’ ambition for General Merchandise and Portas has developed a long-term creative strategy that will roll-out over many seasons to come.

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