Asda expands its range of in-store and online baby products


Asda will expand the product offering of brands for babies. Credit: © Asda.

UK supermarket chain Asda has revealed plans to expand its line of baby products in select stores and online ahead of Christmas time.

The retailer will carry travel systems, furniture and gifts from some of the UK’s best-known baby brands.

Asda stores in Isle of Dogs, Watford and Havant will carry feeding supplies, toys, bouncers and gifts from Mamas & Papas.

Graco products such as travel goods, baby gear and car seats will be available at branded bays in Slough, Eastlands and Colindale stores.

Customers of Asda stores in Wigan, Tamworth and Coventry can purchase Ickle Bubba items such as travel systems and furniture.

Additionally, customers can purchase specific Graco and Ickle Bubba products or colors at if they are not available in store. This can be done by scanning a QR code on the edge of the shelf.

Matt Harrison, Senior Director of Business Development and Partnerships at Asda, said: “We partner with great baby brands that perfectly complement our existing Little Angels and George lines to help make Asda a ‘one stop shop’. ” for the parents.

“Starting this week, Asda customers will be able to view and purchase exciting new baby products in stores and online, with the inclusion of QR codes offering more ways to shop as part of a truly multichannel proposition. ”

Last month, Asda rolled out its express delivery service to an additional 96 stores, providing access to its entire product line online.

The service allows customers within a three-mile radius of an express delivery store to order from a selection of over 30,000 grocery items, before their orders are delivered within an hour.

Asda also extended the trial of its customer loyalty rewards program after a successful pilot with a colleague in September.

The Asda Rewards program offers rewards to customers who purchase featured products from the distributor.


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