EXCLUSIVEBRANDSOURCING RETAILER/WHOLESALER ...

Tel: +44 207695-6000
Fax: +44 207695-7610
www.sainsbury.co.uk
Total Fiscal 2011 Group Sales (including VAT): $35.9 Billion (£22.9 Billion) +7.1%
Percentage of Total Sales in Exclusive Brands: 52% (E)
Principal Business: J Sainsbury operates a total of 934 stores in the UK, of which approximately
557 are Sainsbury’s supermarkets and 377 are convenience stores operated under such banners as
Sainsbury Local, Sainsbury@Bells and Sainsbury@Jacksons. The company also has a joint
venture with Lloyds Banking Group plus ventures in property management, as well as an online
Internet home delivery service.
EB Identities: Sainsbury’s (better quality), Sainsbury’s Taste the Difference (best quality foods
free of artificial colors, flavors and hydrogenated fats), Sainsbury’s ‘basic’ (entry level, good
quality at low prices), Safeway’s O (organic foods), TU clothing, Tu home (homewares), Paws
Gourmet (cat food), Indulgence (luxury ice cream), Sausages of Distinction, Occasions (party
food), Novon (detergents), First Menu (baby food), Perform- ers (nappies/diapers), Gio (soft
drinks), Classic Cola, Fresh ‘n’ Ready (warm microwave salads), Fresh Creations (gourmet
meals), Special Selection (specialist cooking ingredients and gourmet foods), Cookshop (utensils
and kitchen accessories), Be Good to Yourself, The Excellent Clothing Company (children’s
clothes), Blue Parrot Cafe (healthier food for children), well being, for body and mind (food and
non-foods), Jeff & Co (quality clothing), Fairtrade (products from third world producers), Just
Cook (Italian foods), Shaw’s, Wild Harvest (organic and natural foods), Healthy Blends (bio
yogurts), Right Selections (frozen ready meals), Select Diet (premium pet foods), Green Label
Blue Label (standard strength), Premier Gold, etc.
EB skus: 18,000+ (E)
Profile: Sainsbury’s, which celebrated its 140th Anniversary in 2009, has continued upward on a
steady growth curve, having opened some 157 new stores in the past two years. Its move into the
convenience store sector has propelled this growth. The retailer reported profits before taxes up by
12.8% to £ 827 million for the current year. Sainsbury, commanding a 16.3% market share in the
United Kingdom, launched some 5,000 new or improved products during the year. There was a
major re-launch of its premium Taste the Difference range of 1,141 products (including 300 new
items) in September 2010, which is now a £1 billion brand. The retailer’s nonfood sales have
grown three times faster than food sales, while some categories in general merchandise showed
20%+ sales gains. Sainsbury’s Tu clothing range is now the seventh largest clothing brand in the
United Kingdom by volume. The firm’s convenience store business now represents £1 billion + in
sales: some 47 new outlets having opened in fiscal 2011. Sainsbury's calls itself the world’s largest
retailer of Fair Trade goods by volume with sales exceeding £ 280 million. Newly introduced is
the Bistro range of “restaurant quality” starters, main course meal and desserts—featuring
premium ingredients and made with the “best cooking methods.” Most recently, the firm
embarked on a complete re-branding of its own brand range, some 6,500 products, starting late in
2010 with frozen foods and scheduled for completion in January 2013. The range will be re-