Asda store to become a ‘flagship supercentre’ for fashion, beauty and lifestyle
AN Asda supermarket in Derby is being transformed into a retail destination with the addition of 13 new fashion and lifestyle brands including Missguided and Rawr Beauty.
The store at Spondon is just one of two across the UK that will become a flagship supercentre, partnering with some of the UK’s leading names.
Work is already under way with some of the new concessions already appearing in the store in Derby Road.
The branch, along with a site in Wigan, will feature dedicated zones giving shoppers the opportunity to pick up everything from fitness equipment and activewear to trend-led clothes and accessories.
These will include:
■■An enhanced fashion offer in a dedicated zone, including Missguided, In The Style, New Look,
Lee and Wrangler and Girls on Film, alongside popular George collections
■■A new fitness zone offering equipment, clothing and sports supplements from Decathlon, My Protein and Maximuscle to complement Asda’s own range
■■In a supermarket first, a new beauty partnership with Rawr
Beauty offering a range of beauty nail, brow and lash services giving customers the chance to conveniently combine a regular trip to the supermarket with a pampering session
■■A branded toy aisle featuring LOL, Hot Wheels, Paw Patrol and Barbie products in partnership with The
Entertainer
■■A collection of branded accessories, hair products, stationery, and gifts from Claire’s and Accessorize
■■MusicMagpie Smartdrop kiosks where customers can recycle old smartphones for cash whilst in store
Matt Harrison, senior director of partnerships at Asda, said: “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.
“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 the first time Asda has brought multiple thirdparty brands together in this way.
In 2021, Asda continued to increase the number of locations where B&Q, The Entertainer, Greggs, Claire’s and Pre-loved are offered and expects to launch between 16 and 20 additional lifestyle brands this year.