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Asda to double George business by 2015

Asda is gunning to become the number one non-food retailer in the UK within five years with George at Asda a key driver in its ambitions.

The retailer wants to double the size of its George business in the next five years, and open 150 Asda Living stores – of which 50% of sales in each store is driven by George.

Speaking at an Asda investor day in Leeds today, George at Asda managing director Andrew Moore said: “George will play a key role in helping  Asda become number one in non-food. George has come on leaps and bounds since 2008 when I joined and we took it back to basics.”

Moore said growth in George at Asda will come from the expansion of Living stores, dotcom growth and global opportunities.

He said George’s online sales – launched in October 2008 – are over two times the level of its largest store. He also said he will drive online sales to 10% of the total George sales by 2013.

“George is a big global business but it could be bigger,” he said. “We are looking at how we can streamline the design and procurement and manage the George brand globally.”

He said George is also working out cutting out the middlemen in many sourcing partnerships to cut costs and maintain quality.

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