We’ve stopped what we are doing and creating your personalized BrandZ™ report, which will appear in your inbox soon.

Sainsbury’s

Sainsbury’s

Company name: J Sainsbury Plc

Brand value: US$2,403 million        

Change since 2019: -13%

Category: Retail

Headquarter city: London

Year formed: 1869

Sainsbury's is the number two UK supermarket operator, behind Tesco, with around 16 percent market share. Parent company Home Retail Group’s acquisition of general merchandise chain Argos has seen Argos collection points set up in Sainsbury’s stores, and there are plans to unite the two into a single multichannel business that optimizes space, reduces costs and makes shopping more convenient. This is part of Sainsbury’s five-year plan, which also includes scrapping its “basics” range and launching 12 new value brands in key categories including meat, fish, poultry and bakery.

While the brand has been innovating, launching a new On the Go urban convenience store format, it was the brand’s heritage that was at the heart of its Christmas 2019 campaign. Its TV ad took viewers back in time to show the brand as part of British life 150 years ago, “Helping make Christmas Christmas since 1869”. Looking to the future, Sainsbury’s has committed £1 billion over 20 years to help it become a net-zero retailer across its own operations by 2040.