Sainsbury's needed an exclusive collection of homewares, with unique product in it and felt the Conran name was better known and respected for design integrity than any other in this field, therefore lending credability to their new homewares department.

The range developed consists of simple, thoughtful, innovative, and elegant high quality tableware, kitchenware, and home accessories, intelligently designed at an unrivaled value proposition for Sainsbury's.

The range marries a modern edge and generosity of shape with innovation and practicality. Focusing on food and entertaining in the living space and garden, and inspired by traditional and practical cookware from around the world, the range is designed to bring timeless contemporary classics to the kitchen.

The bY range consists of 115 products, and spans a number of product categories that includes: Cookware, Knives, Tools and Gadgets, Kitchen Storage, Oven to Tableware, Electrical, Outdoor, Office and Home Accessories.

The Conran & Partners studio designed the products, brand identity, packaging, in-store fixturing and point of sale material. The sophisticated museum-like black and white branding clearly marks out the range in store and highlights the Conran design signature and quality of the range.