The 110,000 sq ft supercentre, situated in Milton Keynes, Buckinghamshire, has been built in an attempt by Asda’s US parent company Wal-Mart to replicate its success in the US with giant retail outlets.
Joanne Denney-Finch, chief executive of think-tank IGD, said: “The supercentre has been Wal-Mart’s main vehicle for growth in the past ten years in the US. It has followed a strategy for converting non food discount stores into supercentres selling grocery as well as other products.”
“In the UK, the situation is reversed as Asda looks to increase sales of product lines such as electrical goods, clothing and homeware to grow their total retail market share,” she added.
In the next ten days the retailer is expected to open four stores in England and Wales and a further four in Scotland.
Earlier this week Wal-Mart revealed flat third quarter like-for-like sales and market share at Asda.
Mike Duke, head of international operations at Wal-Mart, Asda’s US parent company, said that total sales at Asda grew only a mid-single digit percentage in the third quarter to October 31, or at a low-single digit rate excluding fuel sales.
“Asda sales and profits fell short of plan for the quarter, the UK market continues to be very competitive and challenging. Comparable store sales and market share in the quarter were essentially flat,” Duke added.