ASDA Debuts Private Brand Asian Clothing Line.

George-asda

English retailer Asda the subsidiary of Walmart launched a new extension of the Private Brand fashion line George. The new range of Asian clothing comes in direct response to huge demand from Asda customers for authentic ethnic clothing at affordable prices.

The 13 piece collection includes sequin and embellished Salwaar Kameez (traditional suits), Khurtas (tunics), Dapata (scarves) and Churidar (slim leg trousers). The collection has been designed in conjunction with a team in India and is made with authentic Indian material. Prices start from a competitive £7, with a complete suit for £26 – a fraction of the price of independent retailers that can charge up to £60 for similar suits.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.