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Oasis to open in Sainsbury's supermarkets after concession partner House of Fraser collapses

Oasis will open before Christmas in Sainsbury’s in Sydenham, south London, and the supermarket's new Selly Oak store in Birmingham
Oasis says the tie-up with Sainsbury's is a “natural strategic partnership”

Oasis clothing outlets are set to open in J Sainsbury PLC (LON:SBRY) supermarkets as the fashion chain looks to expand its reach after concession partner House of Fraser ran into trouble.

The brand will open before Christmas in Sainsbury’s in Sydenham, south London, and the supermarket chain's new Selly Oak store in Birmingham.

READ: Mike Ashley’s end-game uncertain after Sports Direct’s £90mln acquisition of House of Fraser

Three more Oasis outlets will open in other supermarkets in the spring, Sainsbury’s said.

Hash Ladha, chief executive-designate of Oasis, said the mid-market fashion label and supermarket shared a similar demographic, making the tie-up a “natural strategic partnership”.

For Sainsbury’s, the agreement will allow it to earn more revenue out of its stores as it addresses tough competition in the supermarket sector.

Supermarkets have been trying to diversify their revenue streams after losing market share to discount grocers Aldi and Lidl in recent years.

Tesco hosts concessions from fashion brands Dorothy Perkins, Evans and Burton while Waitrose has partnered with private healthcare provider Bupa to provide in-store medical services and some WM Morrison PLC (LON:MRW) stores host Timpson shoe repair and key cutting outlets.

The tie-up between Oasis and Sainsbury’s comes as House of Fraser’s new owner Sports Direct International PLC (LON:SPD) looks to close down a number of stores. In September, Sports Direct said it would shut three stores and is considering a fourth closure after failing to agree terms with landlords.

READ: Coast enters into administration after taking hit from House of Fraser collapse

Sports Direct rescued House of Fraser after the department store chain collapsed into administration in August. House of Fraser’s demise has hurt fashion brands that have concessions in its stores.

Oasis, Warehouse and Coast, which are all owned by Aurora Fashions, have concessions in House of Fraser. Coast went into administration earlier this month.

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