George at Asda has launched a new partnership with online fashion retailer Missguided in 100 stores and online via George.com.
The Big 4 grocer announced that it will be stocking a selection of blouses, dresses and co-ords from the fashion retailer, as part of Geroge’s wider strategy to partner with relevant brands that appeal to younger shoppers and complement existing and trend-inspired own-label collections.
The news follows George announcing that it would partner with between 16 and 20 third party brands in 2021 earlier this year, with ranges from In The Style, Lee and Wrangler, Threadbare, Brave Soul and Girls on Film already available in selected Asda stores and online.
“We’ve already launched with a number of third-party brands to offer their products online and in our stores, using our combined expertise to create a compelling customer proposition for younger shoppers”, George vice-president Zoe Matthews said.
“A focus on test and learn and agile processes has enabled us to do this at pace, taking learnings from each to continually improve the customer experience.
“We continue to grow the roster of brands we’re able to offer, with more exciting collaborations planned that complement our core George fashion business.”