Asda is aiming to become a destination store for premium electronics by adding top name brands such as Sony, Sharp and Philips, plus a new own brand.

The initiative will roll out into all stores to varying degrees from next week, with larger stores set to have more than 50% of their offer branded. About 220 stores will sell a Sony 32in HD-ready LCD ­television.

"We've listened to customers and they've said they want more branded products," said David Stewart, general manager electricals. "Sales of own brand are significantly higher than branded items right now, but we expect to see that shifting as Asda becomes more established in premium."

All boxed products will be removed from the sales area to create display-only merchandising, which will require shoppers to pick up a voucher from the shelf edge with their specific product details then hand it to the service desk or any staff member, who can collect it from the back of store. This would allow three times more products to be displayed.

Asda is also expanding its own brand, Onn, which was launched last year in small home appliances, into the electronics sector.

New products will include LCD televisions, DVD recorders, MP3 players and set-top boxes.

"We previously didn't have a strong enough offer in this mid tier in electricals," added Stewart.

A new point-of-sale style will unite the traditional Asda green with the black and white that is associated with George.