Asda has revealed that its pilot food-free supermarket, which it will be opening in Walsall in the autumn, will be called Asda Living, and has launched several initatives in non-food.
A spokesman said the name was intended to reflect that the store would have everything required for the home.
The new store will be used to trial customer reaction to Asda’s general merchandise ranges outside of the traditional food supermarket, and will offer the same non-food ranges available in Asda’s largest stores.
It will provide 37,000 sq ft on two levels at Crown Wharf Retail Park, trading alongside H& M, Next, Mothercare, JD Sports and TK Maxx.
Newly appointed chief operating officer Andy Bond said: “We think it’s sensible to trial new ideas and concepts to allow us to improve how we serve our customers. We’ll be adopting the same approach to this store as we have for our George stores - a rigorous and robust trial to gauge customer reaction.”
The multiple also announced it was to roll out Wal-Mart’s Durabrand range of electrical products to 90% of its 266 stores. The Durabrand opening price point range has been jointly sourced with the electronics team at Asda and will cover radios, CD players, clock radios, through to home cinema systems.
In addition, the George clothing brand is being extended into jewellery.
An autumn /winter collection will be available in 165 stores and by the end of the year George jewellery will be available in 257 stores after a £1m expansion programme by the retailer.