Asda has rolled out its George delivery service to only 10 of the 24 European countries it had planned by now.
In February, it revealed plans to extend deliveries to 24 countries by the end of July following a trial in the Republic of Ireland. But so far it has managed just nine others.
“We’ve been overwhelmed by the positive response to our international delivery programme so far. We’re taking our time to ensure that we continue to give our customers the high levels of service that they expect from George,” said a spokeswoman.
She gave no further explanation for the delay.
Asda currently delivers George to Belgium, Luxembourg, France, Republic of Ireland and Holland in five to 10 days at a cost of £5, and to mainland Spain, Italy, Sweden, Czech Republic and Slovakia in eight to 10 days, at a cost of £10.
In February, chief merchandising officer for George and general merchandise Andrew Moore said: “Our international growth strategy is focused on three key areas: franchising, online expansion and leveraging our relationship with Walmart using their existing stores to sell George UK products as well as their own range.”