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Nigel TAYLOR Published
September 27, 2025
Supermarket Sainsbury’s fashion brand Tu Clothing is launching a value bridal collection, becoming the first UK supermarket to enter the specialis sector.
Opening with two outfits — a white sleeveless, pleated wedding dress (£22) and a white bias-cut gown (£50), more “limited edition styles” will be added in the next couple of weeks. This will include a non-traditional double-breasted jacket and wide-legged trousers for £68. Sizes will be UK 8-24.
The collection also features products for the groom, offering a suit jacket, waistcoat and trousers in three colours priced £26-£60.
The launch coincides with Tu clothing becoming the official sponsor of TV series Married At First Sight UK.
With the cost-of-living crisis continuing to restrict spending and consumers shifting budgets to necessities, engaged couples are also scaling back their wedding plans, according to reports, so the move makes sense.
Emma Benjafield, director of product at Tu, said: “We’re always focused on meeting our customers’ evolving needs and we know that many are looking for affordable, classic styles for wedding events. We know that for a lot of our customers, money is tight right now.”
This comes as Sainsbury’s is creating new fashion destination hubs offering additional third-party brands in 50 stores. Initially, nine stores have added a women’s edit from brands including Sosandar and Simply Be, as well as collections from Finery and Little Mistress by Vogue Williams, among others.