UK's second largest supermarket goes head to head with Tesco, Argos, DSGi and Comet with large electricals range

Asda Direct launches

Asda has stepped up its challenge to become one of the largest non-food retailers in the UK with the launch of its Asda Direct service, intended to take market share away from fierce rivals Tesco, Argos, DSGi and Comet.

Details of Asda’s plans to launch its own specialist non-food operation emerged as far back as January, with sources at the UK’s second largest supermarket chain describing the firm’s intentions to deliver the ‘ultimate online retail experience’.

The website, which is active now, offers over 9,000 products including a range of laptops, desktops and software, as well as a wide range of consumer electronics, will be accompanied by the launch of a 644-page catalogue in the coming days.

A spokesperson for the supermarket told Sunday’s Observer that the website was still in ‘trial’ mode.

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