Promotions and gadgets specialist DSL has launched its range into more than 450 Asda Express stores nationwide.
The deal marks a major win for DSL, which now supplies over 9,000 stores across the UK and is partnered with four of the UK’s biggest supermarket chains, bringing “disruptive non-food innovation to the heart of convenience retail”.
For over 30 years, DSL has been curating high-performance product ranges across categories such as phone accessories, car care, seasonal lines and personal care. Its branded products – including inTech, RoadPatrol and AA as well as the recently added Guinness – are fast movers in the impulse space and deliver strong commercial return for retailers.
Karanbir Landa, director at DSL, says: “This launch with Asda Express is more than just a listing – it’s a bold step in our mission to redefine convenience retail. We are proud to partner with one of the UK’s most recognised names and bring real momentum, energy and innovation to their forecourt and Express estate.
“We’ve built our business on delivering real-time agility, retail theatre and consumer-driven insights. This partnership is proof of the confidence retailers have in our ability to deliver – from product to promotion, execution to experience.”
DSL’s model focuses on low-barrier entry points for shoppers and highly visible, space-efficient merchandising.
The Asda Express launch will include a strategic rollout of a tailored planograms to help drive in-store conversion.
