Asda Direct to take on rivals

SUPERMARKET chain Asda is attempting to challenge main supermarket rival Tesco and catalogue chain Argos with its own non-food arm Asda Direct.

Asda Direct will offer more than 9,000 products, including electrical items and housewares, online or from its first run of three million catalogues.

While the initial range is small compared to Argos' 18,000 product catalogue and Tesco Direct's 12,000 range, Asda chief executive Andy Bond said the website could eventually swell to offer as many as 750,000 products, including DVDs, music and books.

The launch of the 644-page catalogue of merchandise will see the group pit itself against Argos – Britain's largest household goods retailer – and Tesco, the country's biggest retailer.