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Sainsbury's Supermarkets is the UK's longest standing major food retailing chain, having opened its first store in 1869. Sainsbury’s stands for great products at fair prices and with a simple objective: to serve customers well. The Sainsbury's brand is built upon a heritage of providing customers with healthy,safe, fresh and tasty food. Following the same principles upon which Sainsbury’s Supermarkets is built, Sainsbury’s have developed a non-food range to offer quality, value and innovation. Sainsbury's will offer the widest choice of Sainsbury’s non-food products including kitchenware, tabletop, home electronics, furniture, bathroom suites and accessories, luggage, toys and games and sports equipment from leading brands including Apple, Sony, Jamie Oliver, Christy Towels and Le Creuset, as well as Sainsbury’s own Tu and Different by Design ranges.