A HOCKLEY couple say there were left “completely stunned” when supermarket giant Sainsbury’s asked to work with their clothing business.
For eight years, the clothing brand has been going from strength to strength, and now it is set to grow even more thanks to a partnership with Sainsbury’s’ TU Clothing.
The brand specialises in organic fabrics, bold prints and patterns and is aimed at children aged zero to six.
Mrs Reynolds said: “They contacted us to ask if we wanted to work with them.
“When we got the call, we were feeling completely stunned and excited because it’s going to give us the opportunity to reach a wider audience.
“We are really grateful to Sainsbury’s for supporting small businesses.”
For the past three weeks, the firm’s products, including playsuits, dresses and unisex baby leggings, have been live on the site.
Mrs Reynolds, a former lecturer, launched Fred & Noah’s, named after her two boys, while on maternity leave.
Since then, they have opened a shop in Wickford where parents can come and shop for their little ones.
The deal comes as the titan retail chain is “ramping up its third-party programme to provide more choice for the customer into different style profiles and some at more premium price points”, a source told The Times.
The initiative is being led by the managing director of John Lewis Paula Nickolds, 50, and supported by the shopping brand’s director of clothing, home and furniture Christine Kasoulis, 53.
Other kids fashion brands joining Fred & Noah include Jack & Jones Junior, Lilly + Sid, Turtledove London and ToeZone Footwear.
In addition to third-party items being stocked online, Sainsbury’s plan to pile its larger stores’ shelves with these products, but it is unclear how many.
They will sit with TU’s, which debuted in 2004, own men’s, women’s and children’s range.
To explore Fred & Noah’s range, visit: fredandnoah.com.
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