Asda plans to launch its fashion label George in Beirut, having signed two new deals as part of its plans to extend the brand as a global franchise.

Azadea Group, headquartered in the Lebanese capital, will be responsible for running George franchise stores across the Middle East.

Closer to home, Asda has also come to an agreement with SandpiperCI, based in the Channel Islands, which will be responsible for opening George franchises in both Jersey and Guernsey.

“We are working with two of the world’s most respected franchise businesses to establish the new George stores,” said Andrew Moore, George executive managing director.

“Our international team will benefit from the vast franchise experience both companies have from the successful partnerships they operate with many other apparel brands.”

Tesco recently revealed its plans to grow its fashion brand F&F in competition with George.