Asda has revealed plans to open Britain’s first non-food supermarket, following the success of its George brand in the UK.

The retailer’s pilot 37,500 sq ft general merchandise store is due to open in Walsall this autumn, and will sell jewellery, toys and houseware as well as George clothing, according to media reports.

George generates about £1bn of annual sales in the UK, which amounts to approximately 10% of Asda’s total revenues.