The success of George Home is helping the Wal-Mart-owned retailer generate 'positive sales momentum' as it slugs it out with Sainsbury's for the number two supermarket spot in the UK.
Asda has been struggling lately as sales have slowed and profits have missed Wal-Mart targets. However, its£30 million George Home push is helping to turn the tide.
Asda non-food director Tony Page, who is to join Woolworths later this year as managing director, commercial and marketing, said the sales growth of the George Home range had been double Asda's targets.
He said: 'We have beaten all expectations. It is quite possibly the fastest growing home brand in the UK.'
Phase one of George Home in April included bedroom and bathroom ranges. Last weekend, Asda introduced phase two into stores, adding categories such as kitchenware and dining products.
In phase three this autumn, lighting and furniture will be introduced. The furniture market is set to become one of the most competitive in retail as Tesco prepares to enter the sector, Danish player Ilva opens in the UK and MFI heads for a change of management.
Page, who does not yet have a start date for Woolworths, said he is looking forward to his new challenge at the pick 'n' mix retailer, but added that he is leaving Asda in good shape.