Some of the stores will be located in London, an area that typically holds little representation for Asda. Credit: Asda.

In a move to expand its reach and make its value offerings more accessible, supermarket giant Asda has unveiled its plans to open a record-breaking 81 new Asda Express stores across the UK this month.

The initiative aims to bring Asda’s affordable products to a wider array of communities just in time for the festive season.

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Asda’s expansion strategy involves the conversion of recently acquired Co-op and EG UK sites. In addition to these conversions, the company has inaugurated eight stand-alone Asda Express stores.

This brings the current tally of Asda Express sites to 229 nationwide, with the remaining 254 sites set for conversion by the end of the first quarter of 2024.

This accelerated conversion process positions Asda on track to achieve a historic milestone of 1,000 stores across the UK and Northern Ireland by March 2024, marking the largest estate in the company’s 58-year history.

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Strategic focus on London and Manchester

The latest store openings include Asda’s inaugural convenience store in Manchester city centre and three new outlets in London, situated in the areas of Romford, Acton, and Ealing.

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With plans to open an additional 11 express stores in the capital next year, Asda aims to strengthen its presence in an area where it has traditionally been underrepresented.

This strategic move aligns with Asda’s long-term commitment to addressing its gap in the growing convenience market, a key pillar of the company’s strategy since its acquisition by the Issa brothers and TDR Capital in 2021.

Diversified product offerings for broad customer needs

The new Asda Express stores are designed to cater to a diverse range of customer needs.

With a stocked inventory of up to 3,000 branded and own-label products, these stores aim to serve customers looking for quick ‘top-up’ shops, essential items such as milk and bread, on-the-go lunch options, and ingredients for cooking dinner from scratch.