Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We use cookies to personalise your experience; learn more in our Privacy and Cookie Policy. You can opt out of some cookies by adjusting your browser settings; see the cookie policy for details. By using this site, you agree to our use of cookies.

George at Asda makes Middle Eastern debut

Asda has pushed on with its ambition to grow the brand globally launching its first George at Asda store in the Middle East.

The 5,000 sq ft pilot store, which is located in the Al Wahda Mall in Abu Dhabi, opened through Asda’s franchise partner Azadea Group.

Asda believes Abu Dhabi offers a “significant platform for growth” for George with increasing demand from locals, ex-pats and visitors. According to Asda, the Middle Eastern clothing market is valued at £90bn.

The store will only sell kidswear and womenswear.

George executive managing director Andrew Moore said: “This is a growing market and represents real opportunity for George. We’re also looking forward to opening in Amman later this year.”

Azadea Group chief executive Said Daher added: “There is a real need in the market for stylish, good-quality, value clothing, and we are confident that George will plug that gap. Its prime location within the Al Wahda Mall will give George the exposure it needs in the competitive Middle Eastern market.”

The retailer has put a team in place at the George base in Lutterworth, Leicestershire, to establish, build and manage the franchise stores and develop the Azadea Group partnership in particular. The team will ensure all franchise partners offer the brand’s core values of style, quality and value.

George already has stores in seven countries including the US, Canada, Chile, Japan, Mexico and Brazil. George Jersey and George Guernsey opened earlier this year in the Channel Islands with franchise partner SandpiperCI.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.