Almost one in three Asda customers now regularly shops at its George clothing arm, the chain has claimed. Asda George md Andy Bond said the percentage of Asda customers shopping at George had risen from 13% at the start of last year to 30%. A fourth dedicated clothing warehouse is opening in September in Staffordshire to cope with demand. And like-for-like sales growth is still topping 30%, despite recent "abysmal weather". Bond said he was confident the new autumn/winter collection would re-establish any fashion credentials George may have lost in its early efforts to "unashamedly focus on price". "George is not just about £7 jeans," stressed Bond. "We are redefining value retailing by offering beautiful clothes at prices everyone can afford." However, the average price point at George is now 40% lower than it was two years ago, as the company leverages the buying power of Wal-Mart. "Our cost price for denim is 60% lower than it was two years ago." New fast fashion' ranges arriving instore after seven weeks and exiting after four, have now been extended from ladieswear to menswear and children's clothing to generate more instore excitement, added Bond. "Some of the lines were selling out within a week." The introduction of larger sizes has also been a major success, with sizes 20-24 now accounting for almost 10% of ladieswear sales. l George is now in 77 Wal-Mart stores in Germany. {{NEWS }}