Asda has revealed that it has started transforming two of its supercentres into retail ‘destinations’ that will host extended selections from 13 partner brands.
The stores in Derby and Wigan each feature dedicated concession zones, including ones for fashion, selling clothes from popular brands such as Missguided, New Look, and Wrangler, alongside Asda’s George collections.
A fitness zone features equipment, clothing and sports supplements from Decathlon, My Protein and Maximuscle.
Meanwhile, a new beauty partnership with Rawr Beauty will offer a range of nail, brow and lash services that can be combined with a trip to the supermarket.
There is also a branded toy aisle in partnership with The Entertainer, and a collection of accessories, hair products, stationery, and gifts from Claire’s and Accessorize.
Matt Harrison, Senior Director of Partnerships at Asda, said: “Customers in Derby and Wigan can now shop our biggest ever range of partner brands in a single store, so whether they’re looking to pick out an outfit for a night out or a toy for a birthday gift, they’ll find everything in a single location.
“As lives become busy once again, our flagship stores give shoppers in Derby and Wigan the ability to quickly and conveniently get what they need in one place.”
The retailer stated that the move marked a step on in its partnership strategy through the creation of ‘flagship’ partner stores that have broader appeal. This year, Asda has continued to increase the number of locations where B&Q, The Entertainer, Greggs, Claire’s and Pre-loved are offered and expects to launch between 16 and 20 additional lifestyle brands this year.
NAM Implications:
- A no-brainer for those suppliers in appropriate categories.
- And given the rate of change in Asda…
- …any local success will roll-out fast.
- Time to take a look before rivals show how?
