About George
George at Asda stands as one of Britain's most successful value fashion brands, offering affordable, stylish clothing and homeware to millions of UK families. Founded in 1989 by retail visionary George Davies, the brand has grown from a supermarket clothing concept to the UK's leading school uniform retailer and second-largest clothing label overall. Origins and History The George brand was born from a partnership between legendary fashion retailer George Davies and Asda supermarkets in 1989. Davies, who had previously created the Next brand in the 1980s, was approached by Asda to develop a clothing range that would bring fashion to the supermarket aisles. Davies grasped that the concept had to be based on value while maintaining a distinct brand identity—a formula that would prove extraordinarily successful. George William Davies, born in Crosby, Lancashire in 1941, brought his considerable retail expertise to the project. His company Red Creative developed the brand and range through a dedicated team of designers and marketeers. George was trialled in selected stores in 1989 before officially launching across the main superstore estate in 1990. In 1995, Asda purchased the George brand outright, though Davies continued running it until 1999. When Walmart acquired Asda in 2000 for £6.7 billion, Davies departed, but the brand he created was already turning over £600 million annually. By 2002, Walmart had rolled out George Clothing across the United States, and today the brand achieves annual global sales exceeding £2 billion. Davies went on to create Per Una for Marks and Spencer, cementing his reputation as what the industry dubbed the King of the High Street and a serial brand creator. He received the Drapers Record Lifetime Achievement Award in 2003 and was named Designer of the Decade by Prima magazine in 2004. Market Leadership In October 2009, George at Asda achieved a historic milestone when it officially became the UK's biggest-selling clothing retailer, overtaking Marks and Spencer with a 10% market share. While it now sits third by volume behind Primark and Next, George remains the UK's number one children's clothing retailer and dominates the school uniform market with nearly 30% of all school uniform purchases made at Asda. The brand has presence in 560 Asda stores throughout the UK and receives 260 million visits annually to george.com. Asda has announced ambitious plans to overtake Primark as the UK's top clothing retailer, including renovating up to 100 stores to give apparel items more prominence. Standalone George Concept Stores In 2025, Asda revealed plans for standalone George concept stores, beginning with a pilot in Leeds at the Asda Living store in Crown Point Retail Park. If successful, these stores will replace the Asda Living brand portfolio across the UK. A second store opened in Hull in October 2025, featuring a completely new layout to showcase George clothing and homeware. Asda plans to open a further 10 George stores across the UK, strengthening its non-food proposition. George Home George Home offers contemporary, stylish homeware including furniture, bedding, curtains, cushions, rugs, and home accessories. The collection covers living rooms, bedrooms, dining areas, and bathrooms, with items ranging from bedside tables to decorative furnishings. Celebrity collaborations have enhanced the range's appeal—Stacey Solomon has launched three homeware collections with George Home, with her latest 268-piece collection starting from just £1 and covering the kitchen, dining room, bedroom, and bathroom. George Home also offers garden furniture, outdoor heating, and seasonal collections, all maintaining the brand's value positioning while delivering on-trend designs. George Clothing George offers affordable fashion for women, men, children, and babies across multiple categories. Womenswear includes everyday essentials, workwear, casual clothing, and occasionwear. The range is known for well-made basics like jeans, swimwear, and comfortable everyday pieces. Menswear covers casual and smart casual clothing, basics like t-shirts and vests, and workwear essentials. Kidswear spans everything from baby clothing to teen fashion, with particular strength in school uniform and everyday wear. School Uniform is George's crown jewel—as the UK's number one uniform retailer, George has invested heavily in making school clothing comfortable, durable, and affordable. Prices start from £3 for polo shirt packs, with features including soft neck labels replacing scratchy tags, Stay White technology for fresher-looking uniforms, Lasting Colour technology to prevent fading, Stain Release technology for easier laundry, and the Easy On Easy Wear range with sensory-friendly features—awarded Best Easy On school uniform in 2024. 98% of Netmums recommend George at Asda's schoolwear range, testament to its combination of quality, durability, and value. Little Angels Clothing In 2024, Asda's award-winning Little Angels baby care brand expanded into George with a 22-piece gender-neutral clothing range for children aged 3 months to 4 years. Prices start at £2.50 for items including slouchy rompers, shorts, and sweatshirts in bright colours with playful slogans and cartoon icons. Sustainability and Ethics George has made significant commitments to sustainable and ethical fashion through its George for Good campaign, launched in 2019. By end of 2025, all cotton and viscose will be responsibly sourced, and all polyester will contain minimum 30% recycled content. George launched the UK's first supermarket sustainably sourced school uniform via the Better Cotton Initiative. The brand publishes factory lists for transparency, maintains a zero-incineration policy for unsold items, and has clothing banks in Asda car parks for recycling. Quality and Value Positioning George occupies the value segment of UK fashion retail, competing with Primark, Matalan, and supermarket rivals like Tu at Sainsbury's and F&F at Tesco. The brand was named the UK's most budget-friendly supermarket clothing retailer by Wethrift's Affordable Supermarket Fashion Index in 2023. Whether you're kitting out the kids for the new school term, refreshing your home decor, or updating your wardrobe on a budget, George at Asda delivers the combination of style, quality, and value that has made it one of Britain's most successful fashion brands.