Retailer secures three-year deal with iconic heritage sportswear brand.
Sainsbury’s has launched an exclusive menswear collection with iconic UK heritage sportswear brand, Admiral.
The three-year deal marks the first time that the retailer has launched a separate clothing brand from Tu. It comprises of two ranges – Retro and Gold – each of which has a definitive style that gives a nod to Admiral’s history in football, both on and off the pitch.
The entire collection includes 28 items – with prices ranging from £16 to £30 – and is available on 90 Sainsbury’s stores.
Each product is hung on Admiral hangers and feature a Gold or Retro swing ticket and back neck label. Sainsbury’s has also introduced bespoke front of store POS.
The Retro range focuses on the brand’s hero football kits for inspiration, communicating the nostalgia of seasons past. Items include classic navy and black tricot tops and sky blue, white and navy ringer t-shirts featuring the Admiral logo.
Meanwhile, the Gold range looks at sportswear through a more luxurious lens and features such items as a tipped polo shirt and range of trousers including a contemporary jogger, chino and jeans. There is also a gingham-checked shirt and knitwear.
“We are really excited to be working with Admiral to exclusively carry both the Gold and Retro ranges for autumn 2015,” said Seth Harrington, head of menswear design at Sainsbury’s. “As the Sainsbury’s menswear design team continues to grow, we have focused on creating product that showcases both our style and design credentials.
“We hope to inspire and expand our fan base with this heritage led collection.”
Tim Gardiner, sales and marketing director at Admiral, added: “For us, Sainsbury’s was an obvious choice and a natural home for Admiral. We knew this relationship would allow Admiral to remain true to its sporting heritage and routes in menswear style.
“By launching in Sainsbury’s, we are able to bring the collection to a huge audience of fans, welcoming a new generation to the Admiral family.”
