Expansion of non-food arm steps up supermarket’s challenge and takes it head to head with Tesco and Argos.
In a bid to grab market share from rivals Tesco, Argos, DSGi and Comet, Asda has launched its online non-food arm, Asda Direct.

Active now, the website from the Wal-Mart grocer offers around 9,000 products, including electricals, housewares and its George clothing range.

A 644-page catalogue will accompany the site, similar to the Tesco Direct format. A print run of three million of the catalogues will be placed in outlets this week, followed by a store collection service and in-store kiosks before the end of the month.

Asda chief executive Andy Bond has plans to further expand the retailer's non-food business and would like the new website to offer as many as 750,000 product lines.

Leading supermarket, Tesco launched its Direct service two years ago and now offers around 12,000 products online, with 7,000 in its catalogue. It has 233 kiosks across its stores.