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ASDA

ASDA

Company: Wal-Mart Stores Inc.

Brand value: US$2,660 million

Headquarter city: Leeds

Industry: Retail

Year formed: 1949

 

 

Asda is one of the UK’s “big four” supermarkets, with 631 stores across the UK. The business traces its origins back to 1920, but formed as Associated Dairies and Farm Stores Limited in 1949 and has been ASDA Stores Limited since 1965. 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 for home delivery or same-day click and collect is available, and the Asda app has a feature to help customers make their shopping budget go further. The rise of discount supermarkets in the UK in recent years has put intense pressure on Asda, and the company announced a 5.7 percent slump in like-for-like sales in 2016, with an even deeper dip in profits. However, the company says that improvements have been made under new CEO Sean Clarke, who took the helm in mid-2016. The prices of everyday essentials have been reduced in a move that chimes with the brand’s tagline “Save money. Live better”, and the brand has been focusing on quality as well as price, which the company says is slowing the decline as brand perceptions improve. In 2016, Asda moved away from its tradition of running one big Christmas advert, instead making a series of 26 shorter clips showing moments linked to the season, and “Christmas made better”. Parent company Wal-Mart, which is listed on the New York Stock Exchange, has a technology centre in Leeds from where it monitors its global web traffic around the clock.