Now you can shop at Sainsbury and be fashion forward

London

J SAINSBURY, the supermarket that has been selling Britons their bread and baked beans for more than a century, is looking beyond the grocery aisles for a competitive edge in a tough market - and seeking inspiration from the catwalks of Los Angeles and Milan.

Yes, it is entering the clothing fray. The retailer has created a team of 30 fashion-spotters who scour the world's runways to gain inspiration for its Tu clothing range. By identifying trends like denim frill tunics, which it sells for £20 (S$36), and two-tone skinny jeans (£18), the grocery chain is adding to mounting pressure on the UK's more established apparel sellers, including Marks & Spencer Group and Next.