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Tu (clothing)
Tu is a British home brand fashion label from the supermarket Sainsbury's. It is the United Kingdom's third largest online clothing retailer and the United Kingdom's sixth largest clothing retailer by volume.[1][2] Tu sells a wide range of clothing for men, women and children, with 3,000 lines sold through 400 Sainsbury's supermarkets.[3] TimelineThe Tu brand was founded in 2004 by Sainsbury's as a replacement for the Jeff & Co range designed by Jeff Banks. The new brand included a line of childrenswear created by Adams. It was initially launched in 160 stores.[4] The original range included both clothing under the "TU" brand and homewares under the brand "TU Home".[citation needed] In 2011, Sainsbury's entered into a partnership with the television clothing guru Gok Wan to design a new clothing range.[5] In 2013, Sainsbury's relaunched the Tu brand, concentrating it entirely on clothing, with the homewares re-branded under the core "by Sainsbury's" brand (the Sainsbury's homewares range is now branded as Habitat as of 2021). The logo was also changed, from all uppercase letters to a capital "T" and a lowercase "u", to emphasise that the brand is pronounced like "two" and not "tea you".[6][7] In 2015, Sainsbury's set up a dedicated website, tuclothing.sainsburys.co.uk (branded as Tu.co.uk), to sell the product range nationwide to a much bigger audience.[8] Following Sainsbury's acquisition of Argos in 2016, Sainsbury's started selling Tu clothing on the Argos website in 2018. This brought a much larger demographic of shoppers to the Tu brand, enabling access to a much broader range of household incomes.[9] References
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