Homewares will launch in all George stores
Asda is to launch a George Home offer across its entire portfolio next month as it attempts to grab a slice of the£10.4 billion homewares market. The retailer wants to mirror the success it has had with the£2 billion George clothing brand.

Asda said the launch, three years in the planning, is the biggest general merchandise push it has undertaken since 2001, when it introduced a 5,000-strong offer spanning electricals, toys and sports equipment, jointly sourced with Wal-Mart.

The first fruits of the range, including bedroom and bathroom products, soft furnishings and storage will be launched in 301 stores on April 1, with the remainder of the 2,000-strong range being introduced by the end of the year. Other product areas in the offer include furniture and luggage.

Asda non-food director Tony Page said: 'We're superbly placed to deliver the style, quality and value that people demand when it comes to homewares.'

An Asda spokeswoman said the retailer will display the range authoritatively with bespoke racking and roomsets showcasing product in its larger stores. She added that a 17-strong buying and design team went on 20 global buying trips to source products and capture trends.

Wal-Mart could introduce George Home into other countries. Asda said it is already sharing its home designs with Wal-Mart Canada.

Sainsbury's has drawn level with Asda, according to TNS four-week market share data seen by Retail Week. Both have a 16.1 per cent share. The more widely-used 12-week data shows Asda still ahead by 0.4 percentage points.