Asda confirms it will not sell George

// Asda will not spin off George, grocer confirms

// George plans to stock 16 to 20 third-party fashion labels

// Asda has revealed a raft of new brand partnerships for George

Asda has reportedly confirmed that it will not sell its clothing label George, as it invests in growing its proposition.

George is currently in talks with several brands and plans to stock 16 to 20 third-party fashion labels by the end of the year.

Despite speculation that Asda’s new owners billionaire brothers Zuber and Mohsin Issa will be selling the fashion brand, Asda has revealed a raft of new brand partnerships for George with In the Style, Missguided, Lee and Wrangler.

In an effort to attract younger shoppers to its George brand, Asda will launch a series of third-party brands in store and online, Drapers reported.

The initiative will begin in May with Manchester-based online retailer In the Style.

In the Style will launch online and in five Asda superstores initially, in Patchway, Huyton, Wigan, Edinburgh and Livingston, and there are plans to put the womenswear label into 100 shops across the UK.

“George has been a crucial part of the Asda family and continues to be a key part of our strategy,” Asda chief executive and president Roger Burnley said.

“George is the second-largest retailer of clothing in the UK by volume, and has a vibrant and growing home offer that attracts customers to our stores and online.

“Our new owners, and investors, clearly recognise the value and strategic importance of the George brand to our total business and we will continue to invest in its success.”

A collection from Missguided will follow in June, and ranges from Lee and Wrangler will undergo a similar roll-out later this summer.

A partnership with beauty and wellness brand Raw Beauty will also be rolled out across larger flagship stores this year.

Asda was able to sell clothing throughout lockdown in England, and is preparing for a sales rise as non-essential retail prepares to reopen on April 12.

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