The 98-page catalogue features about 20% of the entire online range and is designed to give people a ‘taster' of what is available on the website.
Tanya Lawler, director of direct channels at Sainsbury's, said: ‘We aim to grow our non-food revenue by one third over the next year, and online will play a big part in that. The sainsburys.co.uk catalogue is designed to fit into a briefcase or handbag and make it easy for people to see the broad range of what we now sell, and whet their appetite so that they log on to check out our full offer and buy online.'
Sainsbury's re-launched its website last month, which for the first time allowed consumers to purchase non-food products online. The site has initially offered 4,500 non-food products which is due to rise to 8,000 by September.
The catalogue has been divided into sections: Kitchen; Living and Dining; Bedroom; Home; Bathroom; Technology; DIY; Sports and Leisure; Toys and Luggage. Catalogues have been mailed out to customers who receive Sainsbury's ‘Fresh Ideas' magazine and will also be available free at all Sainsbury's stores from this week.