George goes global
ASDA is planning to open its first overseas George shops as it seeks to turn the clothing label into a global brand.
It has set up a team to look into possible franchise deals and hopes to unveil a Middle East partner within a few months before opening the first stores in 2012.
George clothes already sell in six countries in supermarkets run by Asda’s US parent company Walmart and it hopes to step up expansion through specialist stores run by franchise partners.
Created for Asda 21 years ago by fashion guru George Davies, who later devised the Per Una range for Marks & Spencer, the George label now boasts it is the third best-selling clothing brand by volume in the UK. It also claims to the biggest selling childrenswear brand.
The George brand now accounts for half of Asda’s non-food sales.
Asda chief executive Andy Clarke said: “George is a key driver in our ambition to grow our general merchandise businesses.
George is a key driver in our ambition to grow our general merchandise businesses
“True value for money isn’t just something on the minds of UK customers; getting the best quality at affordable prices resonates with shoppers worldwide.”