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28 Asda


Company: Wal-Mart

Brand value: US$2,590 million

Headquarter city: Leeds

Change since 2017: -3%

Industry: Retail

Year formed: 1949

Asda is one of the UK’s “big four” supermarkets, with 631 stores across the UK serving more than 18 million people a week. Asda is known for low prices and a broad range of groceries, items for the home, and its George clothing range, which launched in 1989 and is now sold in more than 560 stores. George Home launched in 2014, and there are Asda Mobile and Asda Money subsidiaries. Online shopping is available to 98 percent of UK homes, and the Asda app has a feature to help customers make their shopping budget go further. The growth of discount supermarkets in the UK has for some years put pressure on Asda, which tends to promote its low prices, but the brand had great success over Christmas 2017 with a departure from price in its seasonal advertising campaign. The emotional ad focused on a girl and her grandad watching workers in a Willy Wonka-style Christmas workshop creating treats for the festive season. Like-for-like sales for the quarter were up 0.5 percent, the fourth consecutive quarterly increase. CEO Sean Clarke, who was in the role for only 18 months, was replaced in early 2018 by Roger Burnely, the former Sainsbury’s retail and operations director. Asda recently reduced the amount of sugar in in its own-label soft drinks, ahead of the introduction in April of a nationwide sugar tax on drinks.