National supermarket chain Sainsburys has lifted the lid on a brand new non-food initiative via its website that drastically increases the range of goods the retailer has to offer.

The likes of kitchenware, home furnishings, home electronics and garden furniture are fronting the new selection which, for the time being at least, doesn’t include video games or consoles – despite the presence of a “Computing & Gaming” section, which is currently offering PC goods.

“Our aim is to offer more choice and greater availability in non-food than what is in our stores,” director of direct channels Tanya Lawler stated. “We are able to offer the bigger, bulky items online that would just take up too much room in stores.

“We will monitor our competitors to make sure our prices are very competitive for all ranges.”

The range is expected to nearly double in size by September, with much of the growth being in the nursery and pre-school sector.