Asda partners with baby brands to offer bigger range for parents

Asda has today announced selected stores will feature travel systems, furniture and gifts from some of the UK’s best loved baby brands, as it expands the in store and online baby offer for parents.

From today customers will be able to pick up feeding equipment, toys and gifting from Mamas & Papas, as well as bouncers, at Asda stores in the Isle of Dogs, Watford and Havant.

Stores in Slough, Eastlands and Colindale will feature Graco products such as travel products, baby equipment and car seats in branded bays. Ickle Bubba items including travel systems and furniture will be available at Asda Wigan, Tamworth and Coventry.

Customers unable to find a particular product or colour from Graco and Ickle Bubba in store can also scan a QR code on the shelf edge that will take them to George.com where they will be able to shop the range.

Matt Harrison, Senior Director of Business Development and Partnerships at Asda, said: “We’re partnering with fantastic baby brands that perfectly complement our existing Little Angels and George ranges to help make Asda a ‘one-stop-shop’ for parents.

“From this week Asda customers will be able to view and buy exciting new baby products in stores and online, with the inclusion of QR codes offering more ways to shop as part of a truly multichannel proposition.”