George Home

The full George Home range will be available online from 28 March

Asda has launched George Home - a move first revealed by The Grocer in October last year.

The Grocer revealed Asda had first registered the ‘George Home’ name with the Intellectual Property Office. Asda also applied to register the ‘Excellence by George Home,’ ‘Styled by George Home,’ and ‘Luxury by George Home’ names in November.

This morning, Asda announced the George Home range would be introduced in March with 1,000 new lines, with everything from home accessories and bedding on offer, and prices starting at £1. The introduction of George Home will see Asda expand its homeware lines by 25% to 4,000 as part of its five-year £250m investment in improving quality.

“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,” said Andrew Moore, chief merchandising officer for George, today.

George Home will be supported by a dedicated online store with Walmart set to revamp Asda’s websites to give its online offer more international reach.

Asda revealed that 75% of its customers are now shopping online, with 60% of all online Christmas general merchandise and George purchases made using click & collect.

“As a nation, we spend more per person online on GM than any other country in the world and we’re capitalising on that by giving more people the opportunity to shop with Asda through not only the physical development of stores but over 1,000 click & collect locations,” added Moore.

The full range, which will be available online from 28 March, with selected lines on offer in all UK Asda stores, will mostly utilise Far East suppliers. However Asda said it planned for some sourcing to take place through its Turkish office.