UK supermarket chain Asda is to launch a new store format – a stand-alone general merchandise store.

The company, owned by US retail titan Wal-Mart, is to set up the non-food retail store at a site in Walsall, central England. Asda said the store, which will sell jewellery, clothing, DVDs and electrical goods, will allow the company to test customer reaction to its growing non-food lines, reported the Financial Times.

Asda has not yet planned a mass rollout of the concept, preferring to test the success of the trial store first. The new format store, which has not yet been named, is expected to open in October.