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New from George: Authentic Asian clothing at affordable prices

Part of the new Asian range George at Asda has launched an Asian clothing range – a first for a British supermarket or major high street retailer – in response to customers asking for authentic ethnic clothes at affordable prices.

The 13-piece collection includes salwaar kameez (traditional suits), khurtas (tunics), dapata (scarves) and churidar (slim leg trousers). The collection has been designed with a team in India and is made with authentic Indian material. Prices start from a competitive £7, with a complete suit for £26 – a fraction of the price of independent retailers that can charge up to £60 for similar suits.

The range is aimed at everyone and customer Melissa Bliss agrees: “I just want to say hurray! I am a non-Asian customer but I am definitely interested in the range. Thanks for being ahead of the game.”

Farida Ravat also contacted us to say: “I heard on the BBC News today that Asda is launching an Asian fashion range, which is fantastic. I wanted to know where the 21 stores were to check if one was near me.”

The new range is currently available online and at the following stores:

  • Asda St Matthews, Walsall
  • Asda Living, Forster Square Retail Park, Bradford
  • Asda Living, Tottenham Hale Retail Park, Tottenham, London
  • Asda Living, Eastgate Retail Park, Bristol
  • Asda Southgate Circus, London
  • Asda Dewsbury, West Yorkshire
  • Asda Park Royal, London
  • Asda Beckton, London
  • Asda Isle of Dogs, London
  • Asda Colindale Edgeware Road, London
  • Asda Leyton
  • Asda Supercentre, Great Bridge, West Midlands
  • Asda Hulme, Manchester
  • Asda Small Heath, Birmingham
  • Asda Wembley
  • Asda Hyson Green, Nottingham
  • Asda Perry Barr, Birmingham
  • Asda Oadby, Leciester
  • Asda Thurmaston, Leicester
  • Asda Hounslow
  • Asda Cape Hill, Birmingham
  • Asda Edmonton, London
  • Asda Feltham, Middlesex


“We are extremely proud to be launching the UK’s first mainstream range of traditional Asian clothing,” says Fiona Lambert, Brand Director at George. "We have the broadest socio-demographic group of all the supermarkets and we wanted to offer affordable clothing suitable for all our customers.

“Our ethnic food ranges in Asda have seen a 46% year on year increase during Ramadan and we’re expecting huge demand in the build up to Eid and Diwali celebrations.”

J Wimal, editor of Asian Woman magazine, said: “It is exciting to see a well-known high street retailer embracing ethnic cultures and offering good quality authentic outfits at affordable prices. This definitely marks a turning point for ethnic clothing on the high street.”

We’ve been developing our range of Asian and other world foods and would love to know what else you’d like to see in your local store.


Find out more and tell us what you’d like to see here.

Posted in News & Blogs on 14 September 2009
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