Asda George in Singapore

Asda has trademarked more variations on the George name

Asda has applied to register the ‘Excellence by George Home,’ ‘Styled by George Home,’ and ‘Luxury by George Home’ names with the Intellectual Property Office.

Trademarks were filed on November 11 and this latest development follows the recent registration of the ‘George Home’ name across all the main home appliance, clothing and electronic product categories, as well as the domain name George.home. It is not yet clear whether George Home will be a standalone or in-store offering or whether it will be in addition to or a replacement for Asda Living.

“We register logos, trademarks and domains all the time,” said an Asda spokeswoman.

Asda’s recently announced five-year £250m investment in improving the quality, design and style of its products and stores will result in “certain elements being dialled up” within George and general merchandise, according to Andrew Moore, Asda’s CMO for George and general merchandise.

George has not had a standalone presence in the UK since 2008, when Asda closed its 11 George stores, but Moore told The Grocer this week that although there were “no immediate plans”, the Walmart-owned retailer had a “never say never” approach towards a potential UK return.

In recent months, Asda has pressed ahead with the international expansion of George. So far nine stores have been opened as part of an international pilot, with recent store openings in Malta and Dubai.