The number of Asda's non food Living stores could go well into double figures next year, it emerged this week, with the retailer admitting it must get cleverer about targeting new towns with its formats.

It also plans its first foray with Living into Northern Ireland next year, with several more to follow. Asda now has a list of retail parks around the UK, which it is assessing for suitability.

"Living has legs," said Peter Pritchard, director of retail development. "We have the potential to build a strong business." He said the offer was being refined with each opening; the latest was its seventh store, in Leeds, this week.

The two-storey Living outlet is the first with a new look, with clearer segmentation throughout departments, which include Baby and George Home, plus a more contemporary fit-out.

"It will be about buying into the lifestyle. Room settings will give clearer definitions of our ranges," said Pritchard, but he ruled out taking Living on to the high street as previous openings had shown Living best operated alongside the likes of TK Maxx in retail parks.

All existing stores will be "evolved" with lessons from store trials, including using defined walkways through the categories.

Asda is also understood to be seeking sites for seven more supermarkets in Northern Ireland according to sources. The news follows planning approval for a superstore in East Belfast.

Meanwhile, Pritchard would not be drawn on whether Asda was looking at a convenience offer to rival Tesco Express. But he said it was aware of the need to find formats to suit locations. "There are opportunities to bring Asda to parts of the UK not represented. We have to get clever. We have a healthy pipeline of sites, which we're working hard on."

Store openings would be steady, between this year's 20 stores and last year's 40. The south east would remain a focus, following the opening of two stores in the past three months and a third due to open soon, all within the M25.

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