Asda is set for a dramatic rollout of its Asda Living non-food format.
The company currently operates 10 Asda Living standalone non-food stores but now has plans to extend the total to 300.
The first Asda Living concept opened on a 34,000sq ft site in Walsall in 2004. The product offer comprises kitchenware and tableware, home furnishings, home entertainment, toys, toiletries and fashion.
Due to head up the rollout is Mike Logue. He will take over as managing director of the non-food format in September, joining the company from Gamestation, where he was also managing director.
Meanwhile, rival Tesco is still describing its Tesco Homeplus dedicated non-food stores as “trial”. There are just six Homeplus stores.