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UK supermarkets chain Morrisons is to launch its own clothing line, under the name Nutmeg, representatives of the Bradford-based company have announced.
The new fashion range has been described by the company as "no-nonsense, fashionable and simple for customers to buy."
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.