By George, Asda looking to franchise apparel brand overseas
Walmart’s Asda announced Monday plans to roll out its first fashion forward Private Brand George stores overseas in a bid to establish the fashion label as a global brand. The move comes not long after Canadian retailer Loblaws opened its Joe Fresh Stores in New York City.
Walmarts’ Asda division is exploring opportunities to franchise its George at markets overseas.
George currently accounts for around half of Asda’s general merchandise sales and is already a growing global brand through Walmart stores in seven countries worldwide, the company reported.
“True value for money isn’t just something on the minds of UK customers; getting the best quality at affordable prices resonates with shoppers worldwide. George is already a global business and franchising is an exciting growth opportunity for us in new markets.”
Asda said George is now the UK’s third-best selling clothes label by volume, selling through its 364 supermarkets and 27 Asda Living general merchandising sites.
The brand was created 21 years ago by George Davies, who also set up the Per Una label at Marks & Spencer.
A team has been established at the George base in Lutterworth to establish, build and manage franchise partnerships.