Asda is rolling out its
pricing sub-brands across its newly re-named George Home range.
The products, which were launched under the brand in April, are now to be packaged as Smart Price for value items, George for mid-tier goods or Extra Special for the premium range.
The pricing architecture is to feature across the extended homewares collection, which will include more furniture lines, as well as on its existing soft and hard lines later this year.
The George Home collection, which was heralded as Asda's most significant launch for years, comprises 2,000 lines, ranging from cushions and candles to flat-pack furniture.
According to Verdict, the homewares market, excluding furniture, is worth £10.6bn and is forecast to grow by more than 20% over the next five years.
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