Asda has announced it is expanding its partnership with accessories retailer Claire’s.

Claire’s products will now be rolled out across more than 500 Asda locations in the UK following a 'test and learn' trial with 10 of the supermarket’s stores which began in October 2020.

The range of Claire’s products available in Asda will include those from categories including hair, cosmetics and fashion, as well as seasonal offerings for the likes of its Easter and ‘back to school’ ranges.

Commenting on the expanded partnership, Alison Grainger, senior director for retail planning and proposition at Asda, said: "Working with partners like Claire's gives us the opportunity to offer our customers access to great brands and products they love as part of their regular grocery shop. "

Calling the brands a natural fit, Claire’s said the expanded partnership will help customers to complete their looks from head to toe.

“We are bringing Claire's within reach of even more customers in even more locations where they live and shop,” said Ryan Vero, chief executive of Claire’s.

Vero continued: “We have continued to see strong reception to our partnership with Asda, and together we are serving up the latest on-trend accessories and creating fun, exciting opportunities for our customers to experiment with self-expression and personal style.”

Consumer champion Which? recently found that Asda was the cheapest supermarket brand for the larger trolley in February 2023, and has continued to be the least expensive of the bigger chains since January 2020.

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