Asda has expanded its partnership with New Look, opening eight more concession stories across the UK.
This follows a successful trial at two Asda stores in September.
The new concessions are located in Lower Earley in Reading, Gravesend in Kent, Bedminster in Bristol, Minworth in the West Midlands, Grimsby in north-east Lincolnshire, Ellesmere Port in Cheshire, Milton Keynes in Buckinghamshire, and Livingston in Scotland.
“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,” an Asda spokesperson told Drapers.
“Since the start of the trial, we have seen an encouraging initial sales reaction and have now extended the partnership to 10 stores.”
The move comes as Asda, which owns fashion label George, has engaged in a number of recent partnerships in a bid to engage a new generation of shoppers.
These external collaborations include Misguided, In The Style, Lee and Wrangler, Threadbare, Brave Soul and Girls on Film.