Has Gok Outgrown Sainsburys?

Every season for a number of years now, I've waited with excitement to see the latest Gok collection for TU at Sainsburys. And every season, I've bought from it - sometimes up to 5 or 6 items and worn and enjoyed every one of these items.
Now some of his collections have been more successful than others but generally speaking, I think over time each one improved on the last, so it was with great excitement that I headed to my local Sainsburys to see the SS13 collection. The Look Book hadn't overly inspired me but I always like to see a range in the flesh (so to speak) before making a judgement. However, it transpired that the Look Book was spot on...Oh no Gok - what's going on boyfriend <wavy hand thing>

I think the word 'dull' best summarises it. There's nothing shocking or outside comfort zone - it's just so ordinary and overpriced. I stood for 20 minutes trying to work out what I could style in a good way and left with a beige top, a white top and a pair of navy jeggings. The two tops were so badly creased on getting home, I couldn't get photos for the blog and the jeggings, while a lovely soft material and a nice fit were too short. And I'm not tall at all - I'm very much an average height.
So it got me to thinking - has Gok outgrown Sainsburys? And on inspecting the rest of the TU clothing range, I wondered if Sainsburys actually needs Gok anymore?

I don't think they do because wow, was I seriously impressed by the non Gok collection. Whoever is doing the buying for TU has a great eye for detail, colour and cut. I photographed no less than 9 different scarf patterns that I loved..

I saw these Zara-style shoppers before Christmas and loved them too. They have been a great seller, according to my sources, so if you see one in your local store, don't hesitate as they sold out in AW12. The pink cut-out one is a new style and colour for this year.

I'm on a breton theme here with these next few photos. Seriously gorgeous and bargainous!

I did actually look at some non breton stuff too, I promise. This chiffon top was a real stand out item for me. It's a duck egg blue and has the most beautiful (and flattering) pleated sleeves. A bit more green and darker in shade than in the photo 

But my favourite item by far was this denim shirt...

I've been looking for a dark, fitted, flattering denim shirt for a few weeks now and was so pleased to find this one in Sainsburys for just £22. Another one to pick up before they sell out.
My other purchase was one of the scarves from the collage above. Perfect with my bobbly Phase Eight top (it is the same colour...honest!) as it hides the bobbles. And it's got taupe and black in it too so will come in handy for a few other outfits..

The final item I picked up were these floral jeans on the sale rail for £9! They are ankle skimmers so I'll save for later in spring but loving the navy, pink and grey in them, which makes them very wearable..

In conclusion, Sainsburys, ditch the Gok....you don't need him anymore. You've clearly got a great buying team in touch with what's on trend and a poor Gok collection like this one can only damage the brand and cost money. Keep up what you're doing yourselves and the mums will come in their droves.
Do you agree with me? Interested to hear your views if you've been in your local Sainsbury's lately. Did you buy from this Gok collection?