Asda has expanded its collaboration with Decathlon, making sports products available online.
- George at Asda now hosts a selection of Decathlon’s sportswear, shoes, and accessories.
- This launch marks a new phase in Asda’s partnership with range extension partner Virtualstock.
- Decathlon products are among the first introduced to George.com with more to follow.
- The initiative aims to broaden Asda’s appeal and enhance revenue through trusted brands.
Asda has strategically expanded its partnership with renowned sports retailer Decathlon, allowing customers to purchase Decathlon products through George.com. This move signifies a notable expansion in Asda’s offerings, opening up a new shopping avenue for sports enthusiasts.
The collaboration extends to include various sportswear, footwear, and accessory options from Decathlon, ensuring that consumers have a diverse range of quality sports products delivered to their doorstep. This initiative supports Asda’s strategy to enhance its online marketplace with valuable third-party brands, thus potentially increasing its market share and customer base.
This development is part of a broader strategy involving Virtualstock, Asda’s new range extension partner. Virtualstock plays a crucial role in integrating these third-party offerings seamlessly into Asda’s existing online platform. Ed Bradley, CEO of Virtualstock, highlighted this trend as a ‘continuation of an emerging trend to grow online sales through carefully selected partners to create a curated online extended range.’
As the initiative progresses, Decathlon products represent the beginning of Asda’s plan to populate its online store with a variety of offerings from other retailers. Andrew Thompson, Asda’s senior manager for e-commerce, expressed confidence in this approach, stating it allows Asda to appeal to a broader audience and augment its revenue.
The collaboration builds upon existing concessions where Decathlon products are sold in 22 Asda supermarkets nationwide. This blend of in-store and online presence is expected to strengthen Asda’s position in the retail sector, making popular sports products more accessible to its vast customer base.
Asda’s collaboration with Decathlon showcases a strategic expansion aimed at enhancing product accessibility and diversifying its online marketplace.
