Supermarket giant Asda is to add homewares to its George clothing brand as it seeks to grow its line by 25 per cent to 4,000 products.
The range, which will be introduced on 28 March, will feature 1,000 new lines across home accessories, bath, cutlery and bedding categories with prices starting at 35p.
The range will be tiered into three categories, “good, “better” and “best” and will be updated four times a year.
“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,” said Asda chief merchandising officer Andrew Moore.
The housing market is expected to grow in 2014, which is likely, in turn, to drive the homewares market in growth. Currently, Dunelm and John Lewis are market leaders in the UK £10.7bn homewares market.
Asda is investing £1bn over the next five years as it aims to improve its product range and cut prices.