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ASDA axes property portal

ASDA has pulled the plug on its property portal, HomesinASDA.

Tom Rossiter, owner of, the firm behind the supermarket’s portal, is understood to have walked away from the deal after the chain announced a change in strategy earlier this year that would cut estate agents out of the equation.

But a spokesman for ASDA disputes this, adding: “We have amicably agreed to terminate HomesinASDA, the property service trialled across a number of stores and online in the North East and South East.

“We have tried very hard to make it work, but the current climate has made it very difficult to continue.” He adds that ASDA is currently working through a number of alternative options.

Rossiter first struck a partnership with ASDA to deliver estate agency services throughout its stores, which later developed into a deal to roll out property pods. He is understood to be locked in talks with third parties about a replacement partner, but was unavailable for comment.

The news comes ahead of the launch of Tesco and Spicerhaart’s virtual agency, which is understood to remain in development.

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