According to Morrisons director of clothing Tim Bettley, the chain aims "to offer a different approach from other supermarkets with simple hard-wearing fashion that is easy for customers to pick up while they are doing their food shop. This is a great opportunity because Morrisons shoppers are looking for a fresh approach to supermarket fashion."
Morrisons is the UK's fourth largest supermarket chain after Tesco, Asda and Sainsbury's.
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