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Drapers Top 100 2016 – 40. Nick Jones, managing director, George at Asda

Position last year: New entry

Nick jones george asda two

Nick jones george asda two

Nick Jones has now been in charge of Asda’s clothing brand, George, for almost two years. He spent his first year in post “refocusing” the brand, to ensure all of its products are relevant to its target customer. Since then, the focus has been on integrating home and clothing, to evolve George into more of a lifestyle brand, as well as greater integration of online and store sales.

In April, Asda announced a partnership with 1990s-inspired sportswear brand Umbro to create an exclusive range of clothing, footwear and accessories.

Although Walmart-owned Asda does not provide a breakdown of sales for George, it is the second-largest clothing retailer in the UK by market share and volume, behind Primark.

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