Tesco, one of the UK’s leading supermarket chains, has announced a historic collaboration with March Muses, a brand endorsed by Dragons’ Den, to introduce the country’s first black Christmas decoration range.
Set to launch in late October, the exclusive collection features an array of products that celebrate diversity. From Christmas decorations and cards to gift wrap, the range includes representations of people with various skin tones. Characters such as Father Christmas, the Nutcracker, and delicately painted ballerinas are all part of this inclusive initiative.
March Muses, the supplier brand behind this initiative, is a ground-breaking UK company specializing in creating decorations, tree toppers, gift wrap, cards, and nightwear featuring black and brown characters.
The collaboration between Tesco and March Muses is not a one-off event. This long-term partnership will see these exclusive products available in nearly 300 Tesco stores in the lead-up to Christmas. The partnership is set to continue into the New Year and Spring, expanding the product line to include items like mugs, water bottles, and ladies’ pyjamas.
This initiative is part of Tesco’s broader commitment to diversity and inclusion. The supermarket giant has already made significant strides in this area, including the launch of skin tone plasters and supporting seasonal campaigns for Ramadan and Eid.
Tesco’s efforts in promoting diversity and inclusion have been recognized by various organisations, including Business in the Community, which advocates for responsible business practices.
Sophie Bailey-Humphries, Tesco Buying Manager, commented: “The Tesco and March Muses range of festive ornaments, cards and gift wrap are a beautiful way to celebrate people and families across the UK who are not always represented in more traditional Christmas lines. I am looking forward to seeing how our customers incorporate them into their celebrations this festive season.”
Natalie and Alison, March Muses founders, said: “We are thrilled to partner with Tesco, a brand that shares our values of inclusivity and diversity. Our products are designed to celebrate the beauty of all skin tones and cultures, and we believe that every individual deserves to see themselves represented in the products they buy. We are elated for the opportunity to bring our products to even more people through Tesco, and we hope that this partnership will inspire other retailers to embrace diversity in their offerings.”
The new range not only brings representation to festive celebrations but also promises more exciting collections for other seasonal moments.
