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Asda launches premium homeware brand

Published: 23 February 2011
Elegant Living range will be available from the supermarket chain from March, with products including Egyptian cotton linen, crystal glassware and stainless steel pans at 'affordable prices'.
Asda launches premium homeware brand
The range of bedding, cookware, bath and dining products has been jointly sourced with parent company Walmart, which, says Asda, enables the supermarket to offer a range that "matches the quality and style found on the high street, while offering customers prices up to 30% lower".

The Elegant Living brand will incorporate Egyptian cotton towels, Egyptian cotton bedding, stainless steel pans, knife sets, crystal glasses, china dinnerware and non-stick aluminium pans.

Asda made the announcement today as part of its Q4 results, which revealed 2.6% sales increase excluding fuel. The supermarket chain also grew its profits ahead of sales for the full year, which saw it reward staff with a bonus payout of £26.9m.

Discussing the launch, Asda explained it had developed the premium homewares range after customers said they "wanted high quality accessories at affordable prices".

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