April 6, 2018
George at ASDA has restructured its kidswear offer (extending it up to teens) and is working with parenting website Mumsnet to improve designs. These, and other initiatives, look to widen its appeal as the brand attempts to double sales within five years.
George is also expanding into new locations and undertaking research to help target a wider customer base. The clothing brand had hit its previous goal to be No. 1 in volume sales late last year and in April ASDA set its new target to double George sales. The global business has sales of $4 billion (£2.7 billion).
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