March sees the launch of a new premium range of homewares from Asda, at “affordable prices”.
The Elegant Living range comprises products including stainless steel cookware, crystal glassware and Egyptian cotton towels and bedding.
The collection, which covers kitchen, dining, bedroom and bathroom, has been jointly sourced with parent company Walmart, which, says Asda, enables the supermarket to offer a range that “matches the quality and style found on the high street, while offering customers prices up to 30% lower”.
Other products covered by the Elegant Living brand will include kitchen knife sets, china dinnerware and non-stick aluminium pans.
Asda made the announcement alongside its fourth quarter results, which revealed a 2.6% sales increase excluding fuel. The supermarket chain also grew its profits ahead of sales for the full year, which saw it reward staff with a bonus payout of £26.9m.
Discussing the launch, Asda explained it had developed the premium homewares range after customers said they “wanted high quality accessories at affordable prices”.