Good Housekeeping Awards Asda’s Private Brand

Private Brand George at Walmart’s English retailer Asda’s extensive range of school uniform has been quality tested and given a gold star of approval by the Good Housekeeping Institute (GHI).

The Institute, recognised for its independent testing of consumer products, tested a selection of George’s school jumpers, shirts, cardigans, trousers and skirts and described the range as “great value and hardwearing”.

The extensive range of school uniform is not only durable but affordable too; with prices starting from just £2.50, George’s uniforms will also help shoppers tighten the purse strings.  Girls’ and boys’ polo shirts are available from £2.50, school shoes from £8 and jumpers and trousers from just £3.

It includes more of the things mums have been asking for, such as secured hems on all trousers, scuff-resistant shoes and adjustable waists on selected styles. They can also buy from a larger range of fashionable boys’ polo shirts, boys’ combat trousers, shorts for girls and a new shape of girls’ pinafore dresses.

Paul Wright, Head of Quality George at Asda, comments: “We know how expensive school uniforms can be, and just how quickly kids can get through them. Our shoppers look to us for uniforms that are going to look the part and be durable, but without breaking the bank. As well as the rigorous tests the Good Housekeeping Institute puts the range through, we independently test our school uniform for color fastness, stability and appearance to make sure our shoppers are getting the best value for money.”

The full range of school uniform is covered by a 100-day guarantee if customers change their minds with their purchase. Items are available in store or customers can choose from a wider range of styles and colors online at 


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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.