Walmart redesigns 300+ stores to welcome restyled George

Lesya McQueen, senior vice president of apparel for Walmart Canada, delivers a simplified shopping experience with expansion of popular George fashion brand.

Style-conscious shoppers won’t have to sacrifice value to stock their closets with this season’s latest trends following today’s announcement that Walmart Canada has expanded its exclusive George brand. The arrival of the newly consolidated George line means that the world’s largest retailer is once again making significant and long reaching changes to its portfolio of Private Brands.

As part of the George brand’s multi-million dollar expansion, the retailer has retired a number of Walmart Canada private label brands (i.e., B.U.M., Penman’s and 725), to create one umbrella brand.

“Our customers told us they wanted a simplified shopping experience,” said Lesya McQueen, senior vice president of apparel at Walmart Canada. “We responded by streamlining our brand offering so that our customers can easily find not only the basics we are famous for but also on-trend fashions that deliver dependable quality at unbeatable prices.”

Walmart Canada has retro-fitted 319 stores across the country to give shoppers an exclusive “store-within-a-store” experience, making this initiative one of the biggest expansions of an apparel brand in Canadian history. Shoppers will see clearly marked signage and hardware, new fixtures, and branded packaging and hand tags, which together contribute to the line’s new look and feel.

The George line, styled right for the whole family, is divided into seven categories to meet everyone’s needs:

  • George Baby, offering parents quality baby clothes for infants 0-24 months
  • George Kids, providing fashionable clothes for children
  • G21, designed for teens and young adults
  • George, the largest segment, catering to ladies’ and men’s fashions for contemporary consumers
  • George Classics, for mature adults who enjoy a relaxed style
  • George Plus, affordable fashion for full-figured women
  • George Maternity, which lets expecting moms dress on-trend at great prices

The new line is also capable of making a maximum wardrobe impact with minimum spend because it offers more than just basics. George offers Canadians the latest skinny jeans, hottest plaids, stylish stripes, elegant stilettos and patterned ballerina flats to complement the classics they already have at home.

The commitment to bring affordable fashion to Canada is also being embraced by a new group of staff: Walmart has brought all of its George-brand fashion design in-house and has doubled the number of associates dedicated to product development. The retailer plans to grow its apparel business by continuing to invest in and expand the George brand, now integrating business pieces into its casual foundation. The result is a line of clothes and accessories that has undergone a complete makeover, and that showcases a redesigned look that’s in step with current fashion trends.

“When Canadians shop at Walmart they expect to find the brands they trust at unbeatable prices,” continued McQueen. “The new George line delivers our customers convenience in addition to quality, comfort, winning style and the satisfaction of looking good at a great price.”

To browse through the complete George collection, please visit

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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.