Asda is expanding its clothing line George into 24 new territories throughout Europe via its standalone website George.com.
The roll out will begin with Luxembourg, France, Belgium, Netherlands, Denmark and Spain from July. It follows a successful pilot in Ireland.
The supermarket is also planning to open further franchise stores in the Middle East. In April, George will open its next franchise in Sharjah, United Arab Emirates (UAE), followed by a second store in Amman in May. Further stores in the UAE, Kuwait and Qatar will open later in the year.
George is now available in 35 countries including Japan, Chile, United States and Canada.
The move comes on the back of Asda’s full year results, in which the supermarket grew like for like sales, excluding petrol, by 1%.
Against this backdrop, George at Asda outpaced the wider market to become the UK’s third largest clothing retailer by volume and value. George.com is now the fastest-growing online fashion retailer, according to Kantar Worldpanel.
Andrew Moore, chief merchandising officer for George and general merchandise, said: “We have invested heavily in developing the George brand; improving the customer experience online and in store, recruiting the best talent and growing our in-house design team significantly and ensuring that we are developing and sourcing high quality ranges.
“Customers globally, not just in the UK, are looking for real value in these challenging times and that’s exactly what we will be offering to millions more customers around the world.”