Asda plans ‘rollback’ on own-brand electricals

Asda is cutting prices on its own-brand range of electrical products in a bid to take on the high street electrical retailers.

The “rollback” on prices of the Durabrand range starts at the end of this week, and will be promoted through in-store leaflets.

The range includes a recordable DVD player on sale for &£99.87, an MP3 player (128MB) for &£29.97 and a VCR/DVD player for &£69.97.

An Asda spokesman says: “The focus on price is so that our products compare favourably with the high street.”

Asda’s focus on electrical products is part of an effort to increase its share of the non-food market. Asda’s George clothing business has just broken through the &£2bn sales barrier globally.

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