Asda has delisted Andrew Collinge’s designer range of haircare products following disappointing sales. The move is part of a revamp of the chain’s haircare range.
The retailer hopes the review will create clearer definitions across its mass market, designer, styling and own-brand ranges.
The Original Source range of shampoos and conditioners is also understood to have been culled in the revamp after failing to make an impact with consumers. The brand was felt to be more suited to the shower care category.
A new selection has been rolled out across Asda stores in recent weeks and additional products have been added across other designer brands, including its Charles Worthington and John Frieda lines.
According to industry insiders, Andrew Collinge is preparing a relaunch of the premium product range in a bid to raise awareness of the brand and improve sales. Details of the changes have yet to be announced.
The Andrew Collinge range is still available in Superdrug, Tesco, Sainsbury’s, Morrisons, Waitrose and its own brand salons.