Published
Mar 1, 2017
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Morrisons adds womensear to Nutmeg own label

Published
Mar 1, 2017

One of the big four UK supermarket chains, Morrisons, has added womenswear to its Nutmeg own-label clothing offer. It has just launched denim, daywear, outerwear, occasionwear and active apparel in 50 UK branches, four years after it first launched its Nutmeg kidswear offer.


Morrisons has entered womenswear four years after its Nutmeg kidswear debut



Although it had not previously offered womenswear, the retailer’s large number of stores and its position as a regular destination for consumers doing their weekly shop helped it into Kantar Worldpanel’s top 20 list of clothing retailers by volume last year.

Based on that track record, the latest launch is likely to propel it higher and sees it offering items with a starting price of £3 and with a wide size range rising from size 8 to size 22.

The new offer has incorporated trends with Bardot tops, Breton striped tops, tropical print floral dresses, a wide variety of denim washes, and sports-inspired pieces.

UK supermarkets are increasingly important players in the fashion market with Morrisons the only one of the big four, until now, not to offer womenswear. Rivals Tesco, Asda and Sainsbury’s already have significant market share in this area and have been putting extra investment into their fashion offer.

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