Avon signs exclusive deal with Sainsbury's

Avon has announced a three-book exclusive deal with Sainsbury's starting from next month.

Trisha Ashley's novel Sowing Secrets and Beverly Barton's Amnesia will sell exclusively in Sainsbury's physical and online stores from July and The Perfect Christmas by Georgie Carter will be available from September. All three books are published by Avon, a division of HarperCollins, which credits the supermarket with a “clearly defined focus on sourcing great seasonal products for their customers".

Caroline Ridding, associate publisher at Avon, said the move would help the supermarket with its venture into own-brand fiction. Ridding said: “It's been wonderful to support the Sainsbury's team in further developing their own brand publishing initiative with a move into fiction. With a clearly defined focus on sourcing great seasonal products for their customers, we're excited to launch in July with Avon's bestselling authors Trisha Ashley and Beverly Barton, and look forward to strengthening the partnership in the future.”

Phil Carroll, head of books at Sainsbury's, said the partnership provides a “great opportunity” to offer customers exclusive bestselling fiction. He said: “Available both in-store and online, the deal will help to position Sainsbury's as one of the leading booksellers in the UK.”