The Story of Asda
The success of Asda can be seen from the merest glimpse at almost any town in Britain. Put simply, Asda is everywhere. From a simple family butchers in West Yorkshire to employing over 180,000 people, owning over 600 locations and with a turnover of £1 billion, it’s proven itself to be an enduring and strong brand. Founded by the Asquith family in Knottingley, West Yorkshire, the Associated Dairies and Farm Stores Ltd was founded in 1949. Since then, its scale and scope have grown far beyond that its founders could have ever imagined, though it retains its headquarters in Leeds, despite now being owned by the Walmart group. Let’s take a look at the services it offers.
Asda’s first priority remains their supermarkets and supercentres, which do as all other supermarkets do – offer food at discount prices. Unlike other supermarkets though, Asda place a strong focus on their traditional strength: butchery. Asda butchers are in almost every supermarket and advertising campaigns place a strong focus on them for offering quality cuts from professional butchers. Their expansion was greatly aided by the purchase of 193 UK stores from the Danish discount retailer Netto in a deal worth £778 million.
Asda launched a new format store called ‘Asda Living’ in 2003 which broke from their grocery tradition to offer home furnishings and ‘general merchandise’, which includes clothing, home electronics, toys, health and beauty products. Asda have also launched a number of pilot George stores. These shops exclusively sell Asda’s George brand of clothing, and have operated since 2011 as a way for Asda to gauge the public’s interest in such a venture, though George clothing is still primarily sold through Asda’s supermarket chains.
Like Tesco, Asda have dipped their toes into the mobile market by launching their own mobile network. Rather than attempt to compete with the likes of O2, EE and Three though, they have gone down the route of acting as a MVNO, essentially rebranding another companies’ service, in this case EE.
Finally, Asda have a financial division called Asda Money. Like Tesco and Sainsbury’s, Asda rebrand products and services from other companies and offer them inn store. Services include car insurance (handled by Brightside Insurance), credit cards (Sygma Bank) and a travel money bureaux (powered by Travelex). With these services, it’s possible for Asda stores to act as something of a one stop shop for UK citizens.
Head office: Southbank, Great Wilson St, Leeds, West Yorkshire LS11 5AD
Customer services: https://asda.custhelp.com/app/helphome
Number: 0113 243 5435