George is ASDA’s exclusive range of clothing for women, men and children. ASDA Direct is the online outlet for the range, although if an order placed contains a combination of items from ASDA Direct and George, they will be delivered separately. The range is updated every 4 weeks or so and has a selection of the latest fashion pieces as well as basics such as t-shirts, underwear and jeans.
A History Of George
George was launched in 1989 and was always marketed as quality, fashionable clothing at prices that were affordable. It is named after George Davies, who was the original chief designer and the founder of the clothing and homeware retailer Next. In 2000, Davies left ASDA and is no longer associated with the brand and in 2005, ASDA stated that the business of the George range was worth £1.75 billion. In 2006, ASDA became the first supermarket to stock wedding dresses and they cost £60 at the time they were launched. As part of the George brand, there were also adult bridesmaids dresses stocked too, priced between £30 and £35. In 2011, ASDA announced that the had intentions to set up a small number of pilot stores that only stocked George items. Then, in January 2012, they announced that they had reached agreed terms with two different franchise partners to open George stores internationally. SandpiperCI, who are based in the Channel Islands, are the company who are responsible for opening George stores in Jersey and Guernsey. Azadea Groups, whose headquarters are based inn Beirut, Lebannon, will be in charge of opening the George stores in the Middle East. The George brand is sold through Wal-Mart in Argentina, Canada, China, India, Japan, Mexico and the US as well as the UK. Mintel estimate that George is around the fourth biggest clothing retailer in the UK, behind Marks & Spencers, the Arcadia Group and Next.
George Women’s Summer 2014 Collection Highlights