Store gallery: Asda launches first ‘destination’ supercentres in Derby and Wigan

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Asda has begun the process of transforming two of its supercentre stores into retail ‘destinations’ with extended selections from 13 partner brands under one roof.

The supercentre stores in Derby and Wigan will each feature physical concessions from 13 brands across a variety of categories and will include a number of firsts for the grocer, including a new beauty partnership with Rawr Beauty.

The partner offerings will be split into a number of dedicated zones: the fashion zone will include offerings from Missguided, In the Style, New Look, Lee, Wrangler and Girls on Film, alongside George collections.

Each store will also have a ‘fitness zone’ offering equipment, clothing and supplements from Decathlon, My Protein and Maximuscle.

The stores will also have a dedicated, branded toy aisle, featuring products from LOL, Hot Wheels, Paw Patrol and Barbie through its partnership with The Entertainer.

Everything from toys to beauty to birthday presents

New beauty partner Rawr will also open salons in both stores offering customers a range of nail, brow and eyelash services. The stores will also feature branded accessories, hair products, stationery and gifts from Claire’s and Accessorize.

Music Magpie Smartdrop kiosks will also feature in both stores, offering customers the ability to recycle old smartphones for cash.

Asda senior director of partnerships Matt Harrison said: “Customers in Derby and Wigan can now shop our biggest ever range of partner brands in a single store, so whether they’re looking to pick out an outfit for a night out or a toy for a birthday gift, they’ll find everything in a single location.

“As lives become busy once again, our flagship stores give shoppers in Derby and Wigan the ability to quickly and conveniently get what they need in one place.”

In 2021 Asda has continued to partner with third-party brands in a number of locations, adding B&Q, The Entertainer, Greggs, Claire’s and Pre-Loved to its existing stable. The grocer said it expects to launch between 16 and 20 lifestyle brand tie-ups by the end of the year.

Asda said the move “marks a step” on its partnership strategy creating “flagship partner stores that have broader appeal and bring new products and services to Asda customers”.