Morrisons launches full Nutmeg clothing range online

By

Sandra Halliday

Published
Jun 10, 2020

Morrisons is ramping up its fashion offer and following the news early this year that its Nutmeg brand would be made available online, the company has finally launched its webstore.

With rival supermarkets’ fashion brands (such as George, F&F and Tu Clothing) having bigger market shares, and Morrisons having only recently added womenswear to what was previously a kidswear label, it has a lot of catching up to do. The supermarkets giant has clearly been putting extra support behind the Nutmeg label of late with TV advertising and only recently it said it would open its first clothing and homewares standalone in Bolsover, Derbyshire.

The deal to go online with Nutmeg was originally announced in February when the firm said it was linking up with omnichannel cloud commerce platform Kooomo to make it happen.

The new website at nutmeg.morrisons.com features the full women’s, men’s, kids’ and babywear offer.

It’s an important move in terms of putting Nutmeg in front of consumers. The babywear and kids’ range is currently available in all 494 Morrisons stores, but the womenswear collection is present in only around half. Now, all of it’s just a click away for anyone.

The company said it’s more than a basics offer with updates happening regularly throughout the seasons. The current range includes jumpsuits in brights and this summer's hero trucker jackets at £18, lightweight dresses in seasonal prints from £15, as well as wardrobe staples such as leggings, tees and loungewear starting at £4.

Christine Bryce, Nutmeg Clothing Director at Morrisons said: “With customers looking to shop online, we will be able to serve more people in more parts of the UK, including those who are self-isolating. We will be offering them access to current trends, seasonal staples and best-in-class products.” 

Delivery is priced at £2.97 for items arriving within 14 working days of purchase, which is relatively slow by today’s standards. However, there’s a £3.97 next-day delivery option, as well as a click and collect service, which will be available from all Morrisons stores in the near future. Items can also be returned in-store.