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Sainsbury supermarkets are launching a new home range, despite homeware sales dropping significantly in other retail firms across the UK.

Richard Jones, head of general merchandise at Sainsbury’s, believes that the new range, entitled TU home, will supply an existing demand in the homewares market for attractively priced, high-quality goods. “Our customers are telling us that they want the added choice of stylish, but great value, homeware for their home,” he said.

Bearing in mind the sales downturn that has hit retailers since the credit crunch began last autumn, the new homeware range has been competitively priced; 70% of the items for sale will cost under £10. Kitchenware, bathroom fittings, soft furnishings and a children’s line will all be included in the new range.

‘We are recruiting 150 highly skilled and experienced designers, buyers and merchandisers. We’ve set ambitious sales targets for the next three years,” said Mr Jones.