Exclusive: Claire’s launches in-store partnership with Asda

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Fashion retailer Claire’s has announced a partnership with Asda and will stock its products in over 500 supermarkets across the UK as part of an “ongoing successful consumer products partnership”.

The announcement follows a successful “test-and-learn” trial that launched in October 2020 and saw Claire’s products stocked in 10 Asda stores across the UK.

Asda will stock a range of Claire’s products including hair, cosmetics and fashion accessories, as well as seasonal pieces for popular back-to-school and Christmas periods.

Claire’s said the move into Asda stores was a “natural fit” and said the partnership allows shoppers to purchase a wide range of Claire’s accessories at great value to “complement the styles available in Asda”.

Chief executive Ryan Vero said the partnership brings Claire’s “within reach of even more customers in even more locations where they live and shop”.

Claire’s president of Europe Richard Flint told Retail Week: “We are delighted to have built a strong partnership with Asda to serve consumers all over the UK.

“Feedback from our consumers has been overwhelmingly positive as we have opened more locations and expanded ranges, and we are excited to see this continue.”

Alison Grainger, senior director for retail planning and proposition for George at Asda, added: “We understand that our customers are busy and want to save time as well as money.

“Working with partners like Claire’s gives us the opportunity to offer our customers access to great brands and products they love as part of their regular grocery shop.

“By joining forces with exciting and beloved brands like Claire’s, customers who visit our stores are provided with not only convenience but also access to a greater product choice from brands they love, enabling them to complete more shopping missions in one location.”