George at Asda is to launch a maternity range in a 30-store pilot next week. The range, comprising around 30 pieces, will have an entry level price of £10. Unlike maternity wear in many retailers, there will not be a premium added to the price. "The price point is the same as the main womenswear offer," explained George design director Kate Bostock. "If our classic trouser is retailing at £12, it will be the same price in maternity." The new offer is being allocated 16 ft of merchandising space and will be supported by New to George PoS and a press campaign. Bostock said the launch came on the back of customer research. "We have had lots of customer feedback and know there is a strong demand." Among the first items being introduced are lingerie, hosiery, nightwear and a swimsuit. "It is launching with a classically fashionable look but the plan going forward is to go bonkers and do very fashionable lines, like our fast-track fashion range," said Bostock. {{NEWS }}

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