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Sainsburys

Sainsbury’s

Company name: J Sainsbury Plc

Brand value: US$2,772        

Change since 2018: 4%

Category: Retail

Headquarter city: London

Year formed: 1869

Sainsbury's is the second-largest supermarket chain in the UK. Quality groceries are the bulk of its business, but it also has a clothing line, TU, and sells homewares, financial services and energy services. The brand’s long-time slogan is “Live well for less”. A planned takeover of Walmart International’s UK arm, Asda, was blocked this year by the industry's regulator, the Competition and Markets Authority. The CMA expressed concern that in creating what would have become the UK's biggest supermarket chain, the loss of competition would lead to higher prices at checkouts and on petrol station forecourts. Sainsbury’s is delivering good results in convenience and online, but struggling in its core channel, supermarkets. It stopped multi-buy promotions in 2017, which has reduced footfall. To capture new missions, Sainsbury’s is trialling new beauty departments with dedicated staff and 1,400 new products, including from its own beauty range, Boutique. Sainsbury’s celebrates its 150th birthday this year. It is investing in differentiation through smaller, niche brands and private label, and offers everyday low prices on grocery essentials.

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