George at Asda has seen growth online and in-store as fashion sales over the past six months have soared.
The Asda-owned fashion brand grew online fashion sales by value by 13.4% in the 24 weeks to 3 March 2024, according to Kantar data.
This represents an outperformance to a 2.1% increase across the wider market, which George said reflects “investment and repositioning of the clothing and home brand”.
George also outperformed the fashion market in stores, with sales up 5% over the period compared with 0.7% across the market.
In-store fashion sales volumes growth increased 1.1%, ahead of a 5.5% fall across the sector.
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Women’s growth was driven across divisions including footwear, accessories, and nightwear, while the brand continued to strengthen its position in school wear, with the category delivering double-digit growth.
George managing director Liz Evans said: “Our mission is to deliver great quality and style at a brilliant price across our George clothing and homeware ranges and it’s great to see it’s working for our customers.
“Demand and growth in the last 6-month period is reflective of the investment into our teams, product and channels as we reinvigorate our brand and focus on understanding what our customers need and value.”
She added that the outperformance of the market “demonstrates the growth potential George has”.
“Early sales indications from our Spring collections suggest George will continue to win in womens and menswear whilst maintaining its position as the UK’s third-largest apparel retailer by sales volume.”
It comes as Asda has signed a “landmark” green claims agreement, committing to accuracy and transparency after a Competition and Markets Authority (CMA) investigation scrutinised it alongside Asos and Boohoo.
