Asda to revamp its own-label lines
Chosen By You, which is the company’s middle-tier own-label brand, is to be rolled out, with the full range scheduled to be in-store by May.
Asda will also debut an Elegant Living homewares brand, comprising products such as bone-china dinner sets and 100% Egyptian cotton bath sheets.
The range was created by in-house designer Caroline Perkins, who said that Asda would be using the best materials available, but that the products would be positioned as ‘affordable, everyday luxury’.
Asda kicked off the launch of CBY last September. It is adding 500 new lines and reformulating 1000 products, developed after a nine-month quality-testing programme involving 40,000 customers.
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