George at Asda news and archive

George fashion label key to Asda's 'Formula for Growth' strategy

British supermarket group Asda has revealed a shift in its revenue mix as non-food divisions, including its fashion label George, continue to gain importance within the wider business. According to the trading update for the fiscal year ending December 31, 2025, nearly half of the group’s total sales now originate from channels outside of...

Retail

Asda plots 10 more George concept stores

Supermarket giant Asda is continuing the rollout of its George concept stores, revealing plans to open 10 new locations across the UK. The first dedicated George store to open this year will be unveiled on March 12 in Peterborough. Here, the existing Asda Living location in Brotherhood Shopping Park will be relaunched under the new concept. The...

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Business

Asda to outsource George distribution, 1,200 jobs at risk

Supermarket giant Asda has said it plans to partially relocate and outsource the distribution of its George clothing brand, putting at risk around 1,200 jobs. The retailer has confirmed to multiple media outlets, including the BBC, that it plans to move the online operations of the label to DHL’s depot in Derby from January 2027. This would see...

Fashion |In Pictures

George at Asda elevating activewear with Ashley Roberts

Supermarket clothing brand George at Asda is looking to upgrade affordable activewear by unveiling broadcaster Ashley Roberts as the new face of its Gym Locker activewear collection, as part of the clothing line’s ongoing brand refresh. The Gym Locker range has been designed to deliver “performance without sacrificing comfort or style,”...

Retail

Asda to open second standalone George store

Supermarket giant Asda is set to open its second George store as it begins to roll out the fashion-focused concept throughout the UK. The new standalone site, due to open in Hull on October 31, will offer a range of George clothing and homeware. This latest site in Hull is opening on the back of what the company says was a “successful” pilot of...

People

Chris Chalmers returns to Asda as VP – customer data and loyalty

Asda has announced the appointment of Chris Chalmers as vice president – customer data and loyalty, effective January 2026. Chalmers, who is currently the customer director for JD Sports, will be returning to Asda, where he previously served as digital marketing director from 2012 to 2017. In this "strategically critical role," he will oversee...

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Business

Asda fashion focus drives forward Q2 results

Supermarket giant Asda’s efforts to double down on fashion have helped accelerate its financial results for the second quarter of the year. The retailer’s clothing brand, George at Asda, welcomed a 2.5 percent increase in like-for-like sales during the quarter. The uptick comes after Asda opened its first standalone George concept store in Leeds...

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Asda aims to overtake Primark as it doubles down on fashion

Supermarket giant Asda wishes to take over Primark in the realm of fashion retail, with its clothing division now said to be leading its ongoing turnaround plan. Speaking to The Telegraph, Liz Evans, the managing director of Asda’s clothing brand George, said the company’s “long-term goal” was to challenge budget retailer Primark's leading...

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Discarded clothes from British brands found in Ghana’s protected wetlands

Discarded garments from the likes of Next, George at Asda, Primark, H&M, Zara and Marks & Spencer have been uncovered in new dumps in the protected wetlands of Ghana, an hour outside the region’s capital city, Accra. According to an investigation by Unearthed and Greenpeace Africa, synthetic fast fashion from the UK and Europe was found in two...

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Asda's George fashion brand records strong sales growth in Q1

Asda provided an update on its first-quarter trading performance, highlighting a standout performance from its George fashion brand. While overall revenue for the period ending March 31, 2025, saw a 5.9 percent year-on-year decrease to 5 billion pounds (excluding fuel), George at Asda delivered exceptionally strong results, with like-for-like...

Retail|In Pictures

In Pictures: A look inside Asda’s first stand-alone ‘George’ concept store

Asda is venturing into the fashion retail space. The supermarket giant has officially opened its first stand-alone store for its George clothing brand in a launch event headlined by Spice Girl, Mel B. Located at Crown Point Retail Park in Leeds, the store, housed in what had once been an Asda Living location, intends to serve as a trial of the...

Retail

Asda to trial George stand-alone store in Leeds

Supermarket giant Asda has said it will be trialling a George stand-alone store concept at an existing Asda Living site in Leeds, which will undergo a rebrand before opening again on May 10. The store is set to be “completely transformed”, with a new layout to be implemented showcasing George clothing, homeware, toys, baby items and a café. The...