Asda extends George brand into homewares

Asda will support the extension of its George clothing brand into homewares with the launch of an ad campaign as it sets its sights on becoming Britain’s biggest multi-channel retailer for general merchandise.

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Asda extends its George brand into homewares

The multi-million pound investment includes the addition of more than 1,000 products to its homeware lines to take the range to 4,000 products. Prices will start as low as 35p for items across bed, bath, cutlery and kitchenware.

The new range will launch on 28 March, with the full range available on a the George website and a limited range available in all Asda’s stores. Customers will be able to opt to make click-and-collect purchases from around 1,000 stores.

Asda chief merchandising officer Andrew Moore says: “The UK general merchandise and homewares market is there for the taking and we’re in the best place possible to fill what we currently see is a gap for stylish but affordable homewares.”

The ad campaign will launch at the of March to coincide with the new Home range hitting stores. 

Asda trademarked the George Home branding in November. The range will be tiered into three categories, “good”, “better” and “best” and refreshed four times a year.

The launch of the range is part of the supermarket chain’s plans to invest £250m in improving the quality, style and design of its products across food and non-food. It has also shifted its marketing focus to highlight not just the price but also the quality of its products.

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