Asda Missguided

Source: Twitter/Missguided

A mock-up image of a pink Asda store accompanied the fashion retailer’s announcement today

Online fashion retailer Missguided has begun selling its clothes via George at Asda.

From this week, the brand will be stocking a selection of “bestselling pieces, newest drops and exclusive brand collaborations” at 100 branches of the supermarket, as well as online at

In a post on its Babezine blog, Missguided said: “Ever been shopping for a meal deal or grabbing the weekly shop when you realise you have nothing to wear for the weekend? Haven’t we all. We are about to solve all your problems.

“At over 100 stores across the UK, you will be able to pick up a new pair of jeans with your pizza or a faux leather jacket with your pint of milk.”

George at Asda said the move was part of its wider strategy to partner with “relevant brands” and “create a compelling customer proposition for younger shoppers”.

“We’ve already launched with a number of third-party brands to offer their products online and in our stores,” said Zoe Matthews, VP of George product. These include In The Style, Lee and Wrangler, Threadbare, Brave Soul and Girls on Film.

Matthews added: “A focus on test and learn and agile processes has enabled us to do this at pace, taking learnings from each to continually improve the customer experience.

“We continue to grow the roster of brands we’re able to offer, with more exciting collaborations planned that complement our core George fashion business.”