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George at Asda to shorten lead times

Value retailer George at Asda is planning to get its production lead times down to four weeks, following the completion of its acquisition of Turkish supplier GAAT’s sourcing arm earlier this year.

The acquisition has allowed George to reduce lead times to six weeks but with ongoing integration between the companies and skills, managing director Andrew Moore is aiming to get this down to four.

In a presentation this morning, he said that being nearer to production and having a more direct route through to factories will be essential in planning, managing and allocating stock at a time when retailers have to be even more responsive to weather. 

Brand director Fiona Lambert said that George had been able to ‘move around’ £6m worth of stock during the wet weather, bringing forward orders for ponchos and zip through hoodies.

“We have been able to look at what stock we’ve got and bring it forward, or work on quick response,” she said.

The benefit of this and any potential uplift in sales is still coming through, she added.

GAAT, based in Turkey and established by the Turkmen Group, built an exclusive partnership with George over the past 10 years, working with over 80 manufacturers to deliver products to George customers. The acquisition of GAAT’s sourcing arm on April 27 created a new company George Turkey.

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