Store Highlight: Telford
On the 2nd of October 1973 Sainsbury’s opened their newest superstore in Telford with quite a few new interior and exterior features. The superstore had a wines and spirits section, clothing department, delicatessen and in-store bakery, enclosed within their own attractive ‘shop within a shop’ sections. It also sold kitchenware and hardware products, so there really was everything under one roof.
Telford was the company’s second superstore and the largest in the company with 2,397 square metres of trading area and 24 checkouts. It was part of the new shopping centre, serving new, busy communities of this Shropshire city. This superstore had great combination of space, easy access and plenty of parking for over 1200 cars.
In-store bakery
The Telford superstore had the first in-store bakery of any JS shop and produced pastries as well as a full range of loaves. In addition, a normal range of wrapped and sliced bread was available in the main body of the shop.
The aim of the bakery department was not to sell a single loaf more than an hour old. It was in this department that some of the hardest work was put in to open on time. With only four days to go before the opening, workmen were still putting the finishing touches to the equipment, decorations and tiling. The staff of the bakery only managed to move in a day before the store actually opened.
Clothing department
The company wanted to expand into new lines, as there was extra selling space available in the larger supermarkets and so they introduced new clothing departments. On sale was a small range of good quality, well cut smart clothes for all the family at a bargain price. Shirts, skirts, Oxford bags, jeans, knitwear, underwear, a complete range of garments for young children, and fashionable men’s shirts. Basics items such as underwear and socks proved the most popular. The company started selling kitchenware and hardware in August 1973, but this new venture into clothing was the big dealbreaker revolutionising the high street for Sainsbury’s and its customers.
There were approximately 750 different items in the new range, all very reasonably priced. The aim was to sell at the lowest price commensurate with the value and the quality assicuated with all Sainsbury's other products.
The clothing department was only available at the Telford superstore at the time, but there were plans to extend the range into new store in Bletchley and other new stores across the estate. Back in 1973 this was considered an experimental venture, but time has shown clothing and other non-food departments have become an essential part of supermarket stock.
By 1977, 25 stores sold Sainsbury’s clothing, but the range was discontinued in the 1980s, as the number of food lines increased. Of course, clothing was re-introduced with the launch of the Tu label in 2004.
Related content
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Photograph taken at Telford (1973-1990) branch showing a woman with her baby in a "baby cradle" attachment to her trolley. Baby cradles had been introduced by Sainsbury's in 1973 in response to news reports and public concern about baby snatching (see 'JS Journal' September 1973 for more background information) - it had been common practice for babies to be left unattended outside of shops in their prams while their parent/carer went shopping. Judging by the contact sheet, it appears that this photograph is posed: the woman with the baby cradle on her trolley stays in roughly the same position for twelve shots while the customers in the background are different or have moved position on each shot. Photograph by Brian Shuel (reference SSC 48 frame 36A).
Image of woman with "baby cradle" on trolley at Telford Town Centre branch
SA/BRA/7/T/4/1/54
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Photograph taken at Telford (1973-1990) branch. A sign can be seen advertising "Easter eggs still at pre-budget prices". Photograph by Brian Shuel (reference SSC 50 frame 4).
Image of Telford Town Centre branch interior
SA/BRA/7/T/4/1/58
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Photograph showing the bakery counter at Telford (1973-1990) branch shortly before opening. This was Sainsbury's first in-store bakery. Photograph by Brian Shuel (reference SSB 18 frame 23).
Image of Telford Town Centre branch: in-store bakery
SA/BRA/7/T/4/1/11
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Photograph showing the bakery counter at Telford (1973-1990) branch shortly before opening. This was Sainsbury's first bakery counter. Photograph by Brian Shuel (reference SSB 17 frame [34]).
Image of Telford Town Centre branch: bakery counter
SA/BRA/7/T/4/1/7
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Photograph taken at Telford (1973-1990) branch. In this shot of the bakery, the 'freshly baked bread' sign looks bigger than it actually was due to the position of the camera and angle of the shot.
Image of Telford Town Centre branch interior: bakery counter
SA/BRA/7/T/4/1/148
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Photograph taken at Telford (1973-1990) branch. The branch was the first Sainsbury's store to have a clothing department. Photograph by Brian Shuel (reference SSB 20 frame 29).
Image of Telford Town Centre branch: clothing department with customers
SA/BRA/7/T/4/1/21
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Photograph taken at Telford (1973-1990) branch shortly before opening. Photograph by Brian Shuel (reference SSB 19 frame 21).
Image of Telford Town Centre branch: clothing department
SA/BRA/7/T/4/1/16
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Colour leaflet advertising a new range of Sainsbury clothes. Front cover features the copy "Surprise Surprise! That's a Sainsbury shirt she's wearing / Come and see the new range of Sainsbury clothes for the family" and back cover features the copy "Surprise Surprise! That's a Sainsbury blouse she's wearing / Come and see the new range of Sainsbury clothes for the family". Leaflet features colour photographs of male and female models wearing the new range of clothes, and the inside pages feature text describing the products and the slogan "You'll look good...you'll feel great, Sainsbury style and you'll be delighted with the value!" The range for women includes: jumpers; cardigans; skirts; slacks; blouses; jeans; bras; briefs; tights. For children (between 3 and 12) the range includes: sweaters; jeans; socks; tights; underwear. For men, the range includes: shirts; pyjamas; socks and underwear. See 'Archives' article in JS Journal: p.32, April 1994 issue.
"Surprise Surprise! That's a Sainsbury Shirt She's Wearing" clothes range leaflet
SA/MARK/ADV/3/2/2/14/1/2/1
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The reverse is inscribed "This Sainsbury outfit combines check Oxford bags in Acrylic (3.80) with a shirt-blouse in Sarille (£2.99)." A copy print is inscribed "0830/76"
Image of a model wearing Sainsbury's shirt and trousers
SA/PKC/PRO/2/11/4/135
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