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By
Reuters
Published
Sep 14, 2009
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Mainstream retailer launches Asian clothing

By
Reuters
Published
Sep 14, 2009

LONDON, Sept 14 (Reuters Life!) - Asda, Britain's second biggest supermarket chain, said on Monday 14 September it had become the first High Street retailer in the country to launch an Asian clothing range, in response to growing customer demand.



The 13-piece collection -- which includes a sequin print tunic, a traditional suit or Salwaar Kameez and a crinkle scarf -- was the result of a collaboration with an Indian design team and is made with authentic Indian material.


"We have the broadest socio demographic group of all the supermarkets and we wanted to offer affordable clothing suitable for all our customers," said Fiona Lambert, brand director at George, the supermarket's clothing label.

"We're expecting huge demand in the build up to Eid and Diwali celebrations," she added in a statement.

Asda said it had seen a 46 percent year-on-year increase in sales of its ethnic food range, and that 63 percent of its ethnic customers had called for affordable authentic Asian clothing.

Prices for the collection, which was designed with input from a panel of customers, range from 7 pounds to 26 pounds.

Asda's parent company, U.S. group Wal-Mart Stores, launched a Bollywood-inspired collection in Canada earlier this year.

(Reporting by Kylie MacLellan; Editing by Steve Addison)

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