Asda accelerates in-store partnerships strategy with new tie-up with The Entertainer

Nick Gladding
Senior Retail Analyst

Date : 14 October 2020

Asda has expanded its ‘test and learn’ partnerships strategy by joining forces with leading toy retailer, The Entertainer. It has also announced further initiatives to accelerate its in-store partnerships strategy.

Five concessions to open

The exclusive partnership will see The Entertainer turn the toy categories in five Asda stores into branded concessions offering customers a much larger range of products from leading brands such as Lego, L.O.L, Paw Patrol and Disney, as well as its own budget Addo range. The concessions will launch early next year, with The Entertainer having full responsibility for product range, pricing and merchandising.  The Entertainer currently has 170 UK stores and a further 300 internationally

musicMagpie trial expanded

In a separate development, Asda is expanding its trial partnership with musicMagpie. Launched last month as as a five-store trial it will be expanded to a further 31 stores after proving highly popular. Customers can purchase a range of used DVDs priced £1 and £2 in store alongside Asda’s current entertainment offer.

New partnership with Fragrance Point

Asda has also announced a new partnership with Per-Scent, an exclusive brand from Fragrance Point. This will initially launch at the Stevenage store, where customers can use a digital pod to order from a range of more than 300 branded fragrance lines for home delivery or collection in store via Asda’s toyou service. Later this month, the full Fragrance Point range will be available to purchase on

Accelerating drive to accommodate multiple missions

Asda’s strategy of bringing complimentary brands that are popular with customers into stores began last year with jewellery and accessories retailer Claire’s and has since been extended to partnerships with Greggs, B&Q, musicMagpie and now the Entertainer and Fragrance Point. The retailer says it has accelerated its in-store partnerships strategy following a shift in customer behaviour brought on by the pandemic, with an increasing number of shoppers looking to complete multiple shopping ‘missions’ on a single trip.

Matt Harrison, Asda’s Senior Director of Corporate Strategy and Partnerships, said: “The Entertainer are experts in toy sourcing and retailing so we are really excited to work with them and are confident their offer will prove very popular with customers. We anticipate working with more great brands like the Entertainer and Fragrance Point in the coming months as we look to make our stores even better places to visit.”

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