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Asda to open George in the Middle East

Asda is to take its George brand to the Middle East and the Channel Islands.

The grocer has agreed franchise deals with Lebanon-based Azadea Group to take the fashion label to the Middle East and SandpiperCI to open franchises in Guernsey and Jersey.

Last year, Asda announced its intention to establish a small number of pilot George stores and it is confident the shops will be open by the end of 2012.

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.

A team has been established at the George base in Lutterworth to establish, build and manage the franchise stores and develop these franchise partnerships.

George executive managing director Andrew Moore said: “Our international team will benefit from the vast franchise experience both companies have from the successful partnerships they operate with many other apparel brands.

“Customers globally, not just in the UK, are looking for the highest quality at the most affordable prices and that’s exactly what we will be offering customer across the Middle East and Channel Islands later this year.”

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