Sainsbury's St George's cross babygrows sell out after marketing pitch sparks backlash

Sainsbury's Tu Clothing has sold out of some sizes of its St George's cross babygrows after promotion branded them as one of this season's best looks. The baby outfits, priced at £1.20, were advertised in eight sizes from newborn to 24 months, with Tu Clothing listings calling them in demand and selling fast. The designs are also sold at Argos.

A Tu Clothing spokesperson told the Daily Mail that the item was part of its Six Nations Rugby merchandise, which launched in March and featured a range of flag designs. The company did not immediately respond to requests for further comment about the sell-out, but the prior listing suggested the product was positioned as a seasonal fashion item for babies.

On Facebook, shoppers weighed in with a mix of amusement, anger and skepticism. Zoey Kitson said the irony of the item being produced in one context and sold in another was hard to ignore: the post suggested the cross design had been created under global supply chains to be bought in the UK, sometimes by consumers who express hostile views toward immigration. Robin Jones added that they had seen the promotion and found it ridiculous. Another user commented that a white England flag short-sleeve bodysuit had dropped in price to £1.20, remarking that the promotion was unwise and highlighting ongoing debates about patriotism and consumerism.

The Babygrow controversy sits alongside broader online discussions about how patriotic symbols are marketed and distributed. Tu Clothing, which operates within Sainsbury's and is also sold at Argos, has marketed several flag-themed items in different lines, including designs featuring the Scottish flag and St Patrick's Day motifs. The juxtaposition of a budget baby garment with heated political symbolism has amplified scrutiny of how retailers price, present and promote such items in mainstream channels.

The popularity of the babygrows comes amid a wider cultural moment around patriotic display in the UK. A separate local incident in Nottinghamshire drew attention when a homeowner painted a giant Union Jack across the front of his four-bedroom home in Sutton-in-Ashfield as a response to immigration debates. Simon Brocklehurst, 41, spent about 12 hours plastering the flag on his house, prompting concerns from neighbors that property values on the street could be affected. Brocklehurst defended the gesture as a form of public expression and said he did not view it as something that would permanently alter the neighborhood’s character. He described the display as an attempt to bring a bit of hope and patriotism to the community, while acknowledging that it had drawn mixed reactions in the market town, where the average home costs about £205,935.

Local officials in Derbyshire at the time cautioned that displays of national symbols on roundabouts could distract drivers, but they stopped short of ordering removals, noting that the decorations would likely fade with time. The interplay between patriotic displays and everyday commerce—such as the Tu Clothing line marketed through Sainsbury's and Argos—illustrates how public sentiment around national symbols can intersect with shopping habits, branding strategies, and social media discourse.

Sainsbury's did not provide an immediate statement on the sell-out. A company spokesman did not respond to requests for comment about the promotional approach or inventory levels related to the St George's cross babygrows. The episode underscores the challenges retailers face when marketing items tied to national symbols, especially in a climate where online reactions can accelerate demand spikes and invites rapid scrutiny of branding decisions.