Plans for the first George stores to be opened overseas by Asda, the supermarket chain, have been unveiled as they try to turn their fashion label into a big time global brand. The chain is considering entering into arrangements for franchises something they have not done before and have a team set up in Leicestershire to explore the possibilities.
In the next few months the first partner of George in the Middle East is expected to be announced then store openings should follow in the first six months of 2012. The label presently trades in stores run by Asda’s parent country Walmart, in six countries. But now the business wants to increase expansion with specialty George outlets overseas in new markets through franchise relationships. George Davies set up George over 21 years ago and also started, at Marks & Spencer, the Per Una label.
By volume George is the third largest selling brand of clothes in the UK says Asda which are sold through 23 Asda Living stores and 364 supermarkets. The brand claims they sell the most children’s wear on the retail level in the UK. The chief executive of Asda, Andy Clarke has expressed that in our ambition to expand our general merchandise business, George plays a key role. He is also pushing food sales with their new launching of Chosen By You, that guarantees grocery prices 10% less that all rivals.
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