British supermarket chain Asda is to ‘transform’ its Derby and Wigan stores into ‘new retail destinations’ with the addition of 13 fashion and lifestyle brands.

The retailer has partnered with major UK-based brands, including Rawr Beauty, New Look, Missguided, Maximuscle, My Protein and Lee Wrangler.

The two stores will feature dedicated zones from these brands and a new ‘fitness zone’ offering equipment, clothing and sports supplements, as well as a branded toy aisle selling products from LOL and Hot Wheels among other brands.

Asda partnerships senior director Matt Harrison said: “Customers in Derby and Wigan can now shop our biggest ever range of partner brands in a single store, so whether they’re looking to pick out an outfit for a night out or a toy for a birthday gift, they’ll find everything in a single location.

“As lives become busy once again, our flagship stores give shoppers in Derby and Wigan the ability to quickly and conveniently get what they need in one place.”

The move is part of Asda’s partnership strategy to create ‘flagship’ partner stores that offer larger products and better services to customers.

This year, the company has started offering products from B&Q, The Entertainer, Greggs, Claire’s and Pre-loved at more of its stores.

It also plans to launch a further 16 to 20 lifestyle brands this year.

Asda recently reported a 0.7% decline in like-for-like sales (LFL) in the second quarter of the year, excluding sales of fuel, compared with a year earlier.

The company’s two-year LFL sales, excluding those of fuel, grew by 3.1% against the second quarter of 2019.

The retailer also announced plans to expand into the convenience market in partnership with EG Group.

This follows the successful trial of five Asda On the Move stores at EG Group forecourt locations last October.