Asda expands fashion chain to Middle East
Yorkshire supermarket giant Asda has revealed plans to open George stores abroad.
The Leeds-headquartered retailer said it has signed deals with two franchise partners to open up stores for its fashion label with Beirut-based Azadea Group and SandpiperCI, based in the Channel Islands.
Asda said the move will lead to George outlets in the Middle East as well as both Jersey and Guernsey in the Channel Islands.
George currently accounts for about half of Asda's general merchandise sales, Asda said, and the development follows plans to set up pilot George outlets.
Asda said a team has been set up at the George base in Lutterworth to "establish, build and manage the franchise stores and develop these franchise partnerships".
Andrew Moore, George executive managing director, said: "We are working with two of the world's most respected franchise businesses to establish the new George stores.
"Our international team will benefit from the vast franchise experience both companies have from the successful partnerships they operate with many other apparel brands."
