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George at Asda has welcomed “soaring” online growth and in-store fashion sales over the sector’s latest six month-period, as the retailer said it “significantly” outperformed the market.
Womens, mens, kids and schoolwear all performed ahead of the market in both sales value and volumes, according to Kantar data over the 24 weeks to March.
According to Kantar, online fashion sales rose by 13.4% over the 24 weeks to 3 March 2024, outperforming the wider market by 2.1%.
George also outperformed the fashion market in Asda’s stores. Fashion sales in-store rose by 5% over the 24 weeks, compared with 0.7% across the market. George’s in-store fashion sales volumes growth of 1.1% also outpaced a “sharp” 5.5% fall across the sector.
Women’s growth was driven across footwear, accessories and nightwear in particular, while the schoolwear category saw double-digit growth.
According to the supermarket, this outperformance reflects investment and a repositioning of the clothing and home brand, and George at Asda is now the UK’s third-largest fashion retailer by sales volume, ahead of supermarket peers.
Liz Evans, managing director of George, said: “Our mission is to deliver great quality and style at a brilliant price across our George clothing and homeware ranges and it’s great to see it’s working for our customers.
“Demand and growth in the last six-month period is reflective of the investment into our teams, product and channels as we reinvigorate our brand and focus on understanding what our customers need and value.”
She added: “As we continue to reinvigorate our retail proposition and build customer-centric destinations, our outperformance to the market demonstrates the growth potential George has.
“Early sales indications from our Spring collections suggest George will continue to win in womens and menswear whilst maintaining its position as the UK’s third-largest apparel retailer by sales volume.”
