Asda introduces George homeware

After the success of clothing line George at Asda, the canny retailer has decided to expand on the George label, and is now launching a homeware line – George Home.

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The multimillion-pound investment will see Asda ready to take on the likes of John Lewis and Debenhams, with collections in three different ranges; “good”, “better” and “best”. In this new investment, it is reported that Asda plan to increase their homeware lines by 25 per cent to 4,000 products.

The new George Home collection will include the Elegant Living range and showcase new products such as stainless steel cookware, Egyptian cotton towels and bedding and crystal glassware. The collection will encompass all kinds of homeware, from kitchen and dining goods, bedroom and bathroom, and is designed to offer products which “matches the quality and style found on the high street, while offering customers prices up to 30% lower”.

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The move into homeware is being led by Andrew Moore, chief merchandising officer for George, and will tap into the growing housing market, which is currently inspiring people to do up their properties. Moore said: “The UK general merchandise and homewares market is there for the taking and we’re in the best place possible to fill what we currently see is a gap for stylish but affordable homewares.”

George Home will feature a special in-house design team, headed up by George brand director and fashion industry veteran Fiona Lambert. In a statement, Asda said: “Our George Home team, led by George brand director Fiona Lambert, has been working hard on the range for the past 18 months. Our first Spring/Summer George Home collection features four very individual trends to suit all tastes. The team have taken their inspiration from various aspects of British culture and style, from 1950s glamour to the increasingly popular UK coastal scene.”

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Asda describe the homeware brand as ‘affordable, stylish home accessories and soft furnishings inspired by the latest trends’, and there will be different trends within the range. One such trend is Riviera, which is inspired by the ‘feminine charm and glamour of the 1950s’. There is also Potting Shed, which highlights ‘an array of flora, fauna and quirky curiosities to give the home the character of a rustic, organic country cottage’. Third up is Monochrome with a Twist, which takes its influence from New York style loft living and features ‘a modern twist on monochrome’ complete with mustard and charcoal accents. Finally Seaview encompasses everything to do with the coast and showcases ‘ocean accents, nautical stripes and rustic sea-influenced motifs’.

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Fiona Lambert said: “We’re incredibly proud to be able to bring the style influence of the George fashion brand into the home and we know our customers will love it. Fashion and interiors work hand-in-hand and this is something that you will see we have brought to life in the new range. As always, great value is at the heart of everything we do and we are delighted to present this unique range from our incredibly talented in-house team that will add the finishing touches to any home.”

Prices for the new homeware ranges will start from 35p across all collections including kitchenware, bed and bath and cutlery items. The complete range will launch online and selected items will be available instore from 28 March. There will also be the option of a click-and-collect purchase from around 1,000 stores.