Morrisons to open first standalone Nutmeg fashion and homewares store

By

Sandra Halliday

Published
May 27, 2020

With supermarkets having come out as the retail winners from the coronavirus crisis, they’re now looking to the post-lockdown period and Morrisons wants to use the opportunity to boost sales of its Nutmeg fashion and homewares label.

It will open its first clothing and homewares standalone in Bolsover, Derbyshire, and has already started advertising for staff.

The only physical shops that have been able to sell fashion and homewares during the long lockdown period have been those selling other essential items such as food and pharmacy goods, which has boosted supermarkets in particular. 

And while fashion hasn't been the key priority for shoppers during their regular supermarket trips, they have nonetheless been able to browse and buy from ranges such as Tu Clothing, George at Asda, F&F and, of course, Nutmeg.

“Due to the success of our products, we’re opening a new standalone concept store,” a Morrisons spokesperson told Retail Week. “This is a one-of-a-kind store and the first we’ll have ever opened outside of a Morrisons supermarket.”

The Nutmeg label is currently available in around 100 of the firm’s supermarkets with the kidswear offer in all of its stores. The company said this has helped it to become the UK’s 10th most popular childrenswear label.

The firm hasn't yet shared any further details about future plans for Nutmeg and whether the new standalone concept could evolve into a sizeable chain of shops.