Asda has today revealed that it is to work with partner brands in store and online as part of its staggery to broaden its appeal to younger Britons. As well as this, the supermarket has also confirmed plans for a partnership with beauty and wellness brand Raw Beauty.
The launch of brand partnerships and the new George own-brand labels are the brainchild of the retailer’s incubator hub, Lab 16, which launched six months ago to identify innovative brand partners and ranges that would attract new customers to George.
Zoe Matthews, Vice-President of George product said: “We offer our brand partners scale and expertise from within our business, and it’s important we learn from them, too.
“Some of the brands we’re working with have an outstanding social media reach and they are penetrating a younger customer base through new channels.
“It is about having complementary businesses to ours and it’s important that we grow their business and our own. We’ll introduce them gradually, scale them and learn from it.”
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The announcement comes as the fashion industry prepares for the easing of lockdown restrictions on April 12.
Asda’s clothing section remains open to customers in stores up and down the country.
Zoe added: “We have seen some real momentum in our sales as we’ve progressed our strategy and with the re-opening of shops later this month, let’s hope for some sunshine to boost overall growth in the sector.”
President and CEO Roger Burnley said, “George has been a crucial part of the Asda family and continues to be a key part of our strategy. George is the second-largest retailer of clothing in the UK by volume and has a vibrant and growing home offer that attracts customers to our stores and online.
“Our new owners, and investors, clearly recognise the value and strategic importance of the George brand to our total business and we will continue to invest in its success.”
In other Asda news, the supermarket recently announced that it is introducing new fees for its click and collect service.
Previously there was no charge to use the services for baskets costing more than £25, with a £4 charge in place for orders less than that.
The supermarket has now introduced a fee for all Same Day and Next Day collections.
Same Day orders over £25 will cost £1.50, with Next Day orders incurring a fee of 50p.
While Click & Collect is a useful service for many customers, some took to social media to share their frustrations at the new charge.
Posting on Twitter, one wrote: “@asda not happy at the new 50p click and collect fee. We frequently have missing or substituted items and usually have a long and disorganised wait to pick up our shopping.”
Another added: “@asda how come I am now being charged 50p for click and collect? Still being advertised as free on the app!”