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Sainsbury’s launches non-food web offering

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Sainsbury’s has expanded its online offering with a move into non-food products. From this week some 4,500 non-food lines are available at, rising to 8,000 by September.

Customers can choose from a wide range of categories spanning core kitchenware essentials, soft furnishings, home electronics, home and garden furniture, bathroom suites, toys, luggage and sports equipment. There is also a price comparison tool and ‘expert advice’ information on high tech products available on the site.

The new lines include own-brand items such as the supermarket’s ‘Different by design’ and newly-launched ‘Tu’ home range as well as products from top names including Sony, Apple and Le Creuset.

Products will be distributed from the supermarket’s depot in Corby and through a network of suppliers who will deliver direct to the customer.

“Today’s launch further emphasises that non-food is key to Sainsbury’s growth strategy for the future,” says Mike Coupe, trading director at Sainsbury’s. “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.”

The supermarket has for some time offered a range of white goods online at, a seperate site operated by online appliances specialist DRL Limited.

Sainsbury’s is the UK’s third most visited supermarket site, behind Tesco and Asda.

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