Sainsbury’s branch into pre-school book market

Sainsbury’s launches its first range of own brand pre-school children’s books. The move is part of a wider initiative to increase the retailer’s own brand and branded book offering.
Eight books have been launched in over 200 Sainsbury’s stores, with further collections planned for May and September. The range, for children aged 0 – 5, is priced between £3.00 and £9.99.
The books include lift, look, touch, pop up and sound elements. Each title is designed to maximise children’s sensory abilities, stimulate manual dexterity and develop linguistic skills.
The pre-school and early learning book market was worth £20.7 million in 20101.  Sainsbury’s anticipate sales worth £1million in the first year, giving the retailer a forecasted five percent share of the market.
Phil Carroll, Sainsbury’s book buying manager said: “Fostering a love of books at a young age is important. With Sainsbury’s range of pre-school books we wanted to make the category as accessible and affordable as possible.
“We’ve been working on delivering these eight books and the future collections for over a year, to ensure we got it right.  Book publishing is a new and exciting area of opportunity for Sainsbury’s.”
Sainsbury’s has recently published two cookbooks, with plans for more this year. The first, Sainsbury’s Winter Recipe Collection, was the biggest selling non-celebrity cookbook pre-Christmas, and third overall2, beaten by Jamie Oliver (30 Minute Meals) and Nigella Lawson (Kitchen: Recipes from the Heart of the Home). The second, Sainsbury’s Baking Recipe Collection, is on sale now.
The supermarket now accounts for 5.5% of all UK book sales by volume and has grown twenty six per cent year on year

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