From Supermarket to High Street

Asda is to take its value brand George to the high street. The supermarket giant is planning to open two George stores this autumn, followed by a national roll-out if successful.

The stores will see the complete range of the George brand, including men's, women's and children's wear, as well as accessories, footwear and lingerie.

George confirmed the trial will not affect the level of George product carried by its closest Asda supermarkets in Wallington, a mile away from the the unit to be opened in Croyden, South London. More likely is that sales from the retailers New Look and Select will be affected, rather than from the young fashion sector. The market is crowded but George on the high street will be unique as it offers great value for money and is a good product.

Asda currently sells its George range at 235 UK supermarkets. Product is divided in seasonal collections and a fast fashion strategy, which has new products introduced every 4-6 weeks.