Press Centre

Asda launches fresh assault on £9BN furniture market

ASDA today (Monday 1st January 2007) launched a fresh assault on the £9bn home furnishings market with its latest dot com venture.

Available via, the new furniture website promises to bring George style and value to the nation’s homes for the first time. The supermarket confirmed it is aiming to create a £500m a year business, and said it is determined to mount a serious challenge to traditional ‘bricks and mortar’ furniture retailers.

Peter Pritchard, managing director of ASDA’s non food business said: "The holiday is well and truly over for traditional furniture retailers who bank on dodgy ‘half price’ deals at this time of year to get customers through the door. "Every single piece of our fantastic George furniture range will be available online 24 hours a day, seven days a week, at the same amazingly low prices. Our customers will get the best possible deals all year round, not just when a Bank Holiday falls. And we’re sure it’s going to be a hit – we’ve already had 50,000 customers checking out the range before we’ve officially launched the site!

The ASDA furniture range comes with a “white glove” customer care service. Peter added: “Delivery is within 28 days and is free; a two-man team will even bring the furniture into your home and place it exactly where you want it and, unlike other retailers they’ll unwrap it and take all the packaging away to be recycled.”

To celebrate the official launch of the George furniture website ASDA is giving ten lucky customers, who place their order online today, a brand new £300 two-seater sofa for free*. The George furniture range has already been successfully trialled in seven ASDA Living stores and 26 ASDA Supercentres across the country.

The range is made up of 100 different items ranging from high quality leather sofas for £300 to wooden bedside tables for £65. Peter added: “We have some great plans in place to make the range even better this year. By Easter we will treble the number of products available online taking the total offer to more than 300 items of fine furniture.”

Customers visiting are able to browse the entire George furniture range before placing their order online. The online range includes oak dining furniture (tables, leather-covered dining chairs, sideboards and coffee tables), leather and fabric sofas, and bedroom sets (beds, wardrobes, bedside tables and drawers).

It has all been created by the award-winning George Homeware design team who have placed specific emphasis on quality as well as value for money. All ASDA leather sofas are built to a high standard using wooden frames and traditional techniques and are covered in high quality leather.

All wooden furniture is constructed from certified sustainable timber including the Oakley dining range which is made from sustainable oak. The online range compliments the £30m George Homewares range of 2,000 home accessories and soft furnishings launched in May 2006 which has already become a favourite with ASDA customers.

Claire Harrison, ASDA’s furniture buyer said: “Ever since we introduced George into home furnishings last summer we’ve seen a dramatic uplift in sales of between 40% and 50%. We expect the George furniture range to do just as well as it offers customers the style they want at a price they can easily afford.”

Posted in Press Centre on 01 January 2007