Press Centre

George... Dressing Britain, Dressing Britain's Homes

In the year it celebrates its sixteenth birthday, George at ASDA marks its coming of age with the launch of two new ranges – George ‘Must Haves’ and George Homewares.

George Home [launching Saturday 1 April] takes George’s well-established style credentials from fashion into furnishings. Three years in the planning and the result of a massive £30m investment, the George Home collection comprises 2,000 new products ranging from bedding to bath accessories, cushions to candles. New collections will appear every season with lighting, furniture, luggage and dining ranges coming in the summer and autumn.

A specially created trends team and in-house designers have developed the five “stories” under which the range of perfectly coordinated products fall(1). Between them they have travelled almost half a million miles on 60 buying trips across the world to find inspiration for the ranges.

It’s a major move into a growing market. Verdict estimates the homewares market to be worth £10.6bn and foresee it growing by 20.2% over the next five years(2).

‘Must Haves’ [launching Thursday 30 March] is a capsule range of twenty up-to-the-minute men’s, women’s and children’s separates that are updated and replaced every month(3). These are the lines that found in every high street window and that every fashion follower ‘must have’ but brought to you at jaw-dropping prices that won't be beaten anywhere – the range perfectly encapsulates ASDA’s promise of “More for You for Less”(4).

Both launches will be supported by a heavyweight advertising campaign. George ‘Must Haves’ TV ads break on Thursday and the George Homes ads will be broadcast in May.

George stands for style quality and value. The Must Have range will create the new benchmark for value in fashion reinforcing George's leadership position.

It was the first supermarket fashion label; the first to open high street stores and the first to go global. Indeed it is one of Britain’s best home-grown fashion exports and is sold in nine countries across the world(5).

George Home has already taken its first steps on a similar journey across the globe with the ASDA team sharing homewares designs with their counterparts in Wal-Mart USA and Canada.

“George is the original fashion democracy and we’ve proven that high style, high quality clothing needn’t come with a high price tag.” said Angela Spindler, George Global Managing Director, ”Sixteen years ago we were a five-store trial, now one in twelve of us in the UK own a piece of George clothing. Today we take that one step further – from dressing Britain to dressing the Britain’s homes.”

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Further information:
Rachel Fellows, ASDA Press Office, office hours (0113 241 8857)
Out of Hours (0113 242 5435)

Posted in Press Centre on 29 March 2006