Asda has announced it has partnered with some of the UK’s leading brands to create new retail destinations in its Derby and Wigan sites.
The new ‘destination’ supercentres will offer an extended selection of fashion and fitness partners with dedicated zones allowing customers to pick up everything from fitness equipment and activewear to clothes and accessories.
The stores will each feature 13 brands, which includes new partnerships with New Look, Missguided, Maximuscle, Rawr Beauty, My Protein and Lee Wrangler.
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The stores will also feature a branded toy aisle featuring hundreds of new toy brands such as LOL, Hot Wheels, Paw Patrol and Barbie products in partnership with The Entertainer, alongside, a selection of branded accessories, hair products, stationery, and gifts from Claire’s and Accessorize.
MusicMagpie SMARTdrop kiosks where customers can recycle old smartphones for cash will also feature at the new supercentres.
“Customers in Derby and Wigan can now shop our biggest ever range of partner brands in a single store, so whether they’re looking to pick out an outfit for a night out or a toy for a birthday gift, they’ll find everything in a single location,” Asda senior director of partnerships Matt Harrison said.
“As lives become busy once again, our flagship stores give shoppers in Derby and Wigan the ability to quickly and conveniently get what they need in one place.”
The move marks a step on in the Big 4 grocer’s partnership strategy through the creation of ‘flagship’ partner stores that have broader appeal and bring new products and services to Asda customers.
In 2021, Asda continued to increase the number of locations where B&Q, The Entertainer, Greggs, Claire’s and Pre-loved are offered.
It also expects to launch between 16 and 20 additional lifestyle brands this year.