Sainsbury’s Launches Kitchenware Line With Good Housekeeping Institute

Sainsbury’s, the U.K.’s sixth-largest retailer in the homeware market, has developed a new kitchenware range with Britain’s top consumer champion, the Good Housekeeping Institute (GHI), to appeal to its “confident cook” customers.

Sainsbury’s nonfood business of clothing and general merchandise is growing at a record rate and, over the past year, sales of its Kitchen Shop line have grown by 20 percent year over year.

The new exclusive range of more than 30 kitchen products, which will be sold under the Good Housekeeping brand, has been created by Sainsbury’s in-house kitchenware buyers and tried and tested by the team of experts at the Good Housekeeping Institute. The line includes tri-ply pans, cast iron dishes, non-slip bowls and Santoku knives. The line is priced from $8.50 for the bowls to $59 for the knives.

“Sainsbury’s food heritage means many of our customers are keen and confident cooks who are looking for excellent-quality kitchen products at great value to mirror our food offer,” said Robbie Feather, Sainsbury’s director of general merchandise. “Good Housekeeping is the perfect partner for us to work with on this because our brands have such high levels of trust and we share a passion for quality and cooking. We already have plans to expand this range, which complements our strong own-label kitchenware.”

The new line will be available in 120 stores across the U.K. and on Sainsbury’s website.

Sainsbury’s has also been testing a new store-within-a-store format for its nonfood lines at its larger stores, which has been rolled out to 50 stores across the U.K.