George is 'laying its style credentials on the table'
Asda is investing£30 million in the first phase of its George homewares launch as the supermarket giant gears up to take on Ikea and Ilva, which will launch in the UK soon.

Speaking at the Retail Week Conference, Asda non-food director Tony Page said that George's move into homewares was 'the biggest, most daring, most innovative thing we will do all year'.

He added: 'This is not a label change, it's a brand launch. We're laying our style credentials on the table for everyone to see.'

Asda business unit director for general merchandise David Inglis said the retailer believes it has a bigger opportunity in homewares than fashion, given the comparative sizes of the market. He stressed that£1 in every£4 is spent on the home.

Inglis said: 'We believe the success of this launch will further enhance one of our biggest differentiators - the George brand.'

Asda will back up the homewares launch - which hits 300 stores on April 1 - with a marketing campaign under the tagline 'George - great fashion without clothes'. The first phase of the launch will feature bedroom, bathroom and storage products, with furniture and luggage to be introduced later in the year as the range grows to 2,000 products.

Asda general manager for home Lisa Miao said the retailer had complete control of the range from the outset, from sourcing the products to design and merchandising in-store.

Page added that Asda is already sharing its home designs with Wal-Mart in the US and Canada, and could follow George clothing by introducing the Home brand in Wal-Mart territories across the world.