Asda trials new in-store partnerships

Asda is broadening its in-store partnerships strategy with the trial of a new convenience format with forecourt operator EG Group and the introduction of B&Q mini-stores within its supermarkets.

The B&Q collaboration will place DIY areas in four Asda superstores, the first of which will open in Dagenham and Sheffield later this year. Operated by B&Q, they will offer a range of products alongside Click and Collect points for online orders.

It is also trialling a new convenience proposition called Asda On the Move at EG Group fuel station forecourts in Ashby, Leamore and Primley in the Midlands.

This moves follow a grocery delivery partnership with Uber Eats in July, which has now been expanded to 25 stores.

Asda’s chief strategy officer Preyash Thakrar said: “Our partnerships strategy is focused on making our busy customers’ lives easier - that means offering convenience when they visit our stores by bringing in complementary brands to help them complete more shopping missions in one location, and convenience that makes our great value products more accessible in local communities.

"We anticipate working with more businesses who share our passion for delivering value for customers in the coming months.”

Asda is also running a pilot with Music Magpie in five stores in the north of England and will be extending an existing partnership with Claire’s Accessories to a further 15 stores from September onwards.

Separately, Asda's sale by parent company Walmart could be confirmed later this week, according to This is Money.

Both Apollo Global Management and Lone Star Funds have already submitted bids which value the business at around £6.5 billion.

Walmart is expected to maintain a minority stake in Asda after the sale is completed.

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