New Look opens more Asda concessions after test phase

By

Sandra Halliday

Published
Nov 24, 2021

New Look may have closed a number of its own stores in recent periods, but it’s continuing to expand its partnership with Asda and is opening further concessions in the supermarket giant’s branches.

The company’s previous concessions have done well and on Wednesday it told Fashionnetwork.com: “In line with our omnichannel strategy, earlier this year we partnered with Asda to trial New Look concessions within a select number of its retail ‘destination’ stores. Since the start of the trial, we have seen an encouraging initial sales reaction and have now extended the partnership to 10 stores.”

The full list of partner stores now includes Livingston, Lower Earley, Gravesend, Bristol – Bedminster, Wigan, Mimworth, Derby, Grimsby, Ellesmere Port and Milton Keynes.

In many ways, such deals are win-win situations both for the supermarkets and the brands. The supermarkets are able to use existing space space to add potentially lucrative new labels to their overall offer while also boosting their wider fashion credentials and encouraging footfall.

The brands, meanwhile, get easy access to an even larger group of the value-focused consumers they target.

All of the big four supermarkets have fashion as part of their own-brand offer but Tesco, Sainsbury’s and Asda have also forged deals with external brands. Asda — which was a pioneer in supermarket fashion — also sells Missguided fashion in its stores.