Dee Set Nutmeg

Nutmeg Has Spiced Up the Retail Clothing Market!

Morrisons were looking for a 3rd party business to run their brand-new clothing range, Nutmeg. We used our experience in merchandising to create efficient teams throughout the UK. Nutmeg is now one of the fastest growing brands in the UK retail market and is established in over 350 stores.

Our brief

Morrisons were in need of a third-party business to run all in-store elements of a new clothing brand that would rival the three other supermarket chains.

Our approach

We approached the challenge by recruiting groups of dedicated merchandisers for an initial 50-store Nutmeg rollout. We established an effective training programme in collaboration with Morrisons for all of our in-store colleagues. Each store was led by an experienced supervisor who organised their team and worked with Morrisons staff to create a well-managed brand. We additionally created a strong field and central operations department to support the efficient and ambitious roll out plan.

Working to a planogram, our Nutmeg employees would fully merchandise the space; from filling bays with product to assigning promotional material, and interacting with customers to visually merchandising in order to create appealing outfits for display. Our Nutmeg team’s knowledge of the clothing line products has made them fantastic ambassadors for the brand.

The Results

Nutmeg has since been established in over 350 stores, and there are plans for further openings across all of Morrisons’ stores. The brand is gaining a reputation for affordable, quality clothes for children and has expanded into school uniforms and adult basics. Nutmeg is now one of the fastest growing brands in the UK retail market, with over 1000 dedicated Nutmeg colleagues across the UK.

Established in 350+ stores
Over 1000 dedicated Nutmeg colleagues across the UK
One of the fastest growing brands in the UK retail market