Asda has set up a new division, George Global, to drive the growth of its clothing brand into international markets across the estate of its parent, Wal-Mart.
Asda’s general merchandise trading director Andy Bond will head the new organisation, and two new senior directors, one responsible for product design and development and the other for sourcing and manufacturing, are set to be appointed. In the past two years George has been trialled in Wal-Mart’s operations in Germany, Korea, Japan, Mexico, Canada and the US.
A spokesman said George Global was intended to develop infrastructure to enable George clothing to be sold in up to 5,000 Wal-Mart stores worldwide. He said the development would not have any impact on the trial of standalone George stores.
Two opened last October in Leeds and Croydon and two more opened at Northampton and Preston this week. He said: “We want to trade for a full fashion year before decisions are taken on whether to develop a greater presence.”

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