Asda has launched two more Wal-Mart global brands in its stores as it bids to power ahead further in non-food.
The grocer has introduced sports equipment and camping brands Athletic Works and Ozark Trail into 50 shops in a move that could put pressure on the likes of JJB Sports and Blacks. The UK outdoor clothing and equipment market alone is worth£1.5 billion.
Asda has so far brought in 50 lines across both brands to see how customers respond. Airbeds, camping furniture, golf equipment, footballs and tennis rackets are all on offer.
Both brands are big in the US and Asda will consider putting in a larger range, depending on the success of the launch.
An Asda spokeswoman said that the decision to add the brands came on the back of the successful Kids Connection toy brand launched into Asda 18 months ago.
She said: 'The introduction of these ranges will give more great value products to customers and are more affordable than branded products.'
A spokesman for the Outdoor Industries Association said that specialist retailers take£700 million of the outdoor clothing and equipment market, and Asda's move would more likely impact on retailers such as Woolworths and Argos.
Retail Knowledge Bank research director Robert Clark warned that Asda could face a difficult battle against established sports brands. He said: 'It makes sense from a corporate point of view, but are these brands going to have wide appeal? If the products aren't durable, it could rebound.'
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