George at Asda

George is the clothing brand of the British supermarket chain Asda, named after George Davies, the Next founder who was its original chief designer. It was trialled in 1989 and launched across Asda's superstore estate in 1990.

What is George at Asda?

George is the clothing label of Asda, the British supermarket group. It is sold mainly inside Asda stores and is one of the best-known supermarket clothing brands in the United Kingdom.

History

The brand is named after George Davies, founder of Next, who was its original chief designer and left Asda in 2000. It was created and trialled in 1989 and launched across the main Asda superstore estate in 1990.

Ownership

Asda is, according to current reference sources, held by TDR Capital with 67.5 per cent, Mohsin Issa with 22.5 per cent and Walmart with 10 per cent. George is part of the Asda business.

Business model and distribution

George is sold in Asda stores and in Walmart stores in several countries, including Argentina, Canada, China, India, Japan, Mexico and the United States. All standalone George stores in the UK closed in 2008, although a standalone pilot reopened in Leeds in 2025. Four standalone stores operate in Malta, the first opened in 2013.

• Asda stores: the main route to market in the UK
• Walmart stores: sold in several countries abroad
• Standalone stores: a Leeds pilot in 2025 and four stores in Malta

Why it matters

George shows how a supermarket can build a clothing brand of real scale. Its return to standalone retail with the Leeds pilot suggests the brand is testing whether it can stand apart from the supermarket format.

Frequently asked questions

Who owns George at Asda?

George is the clothing brand of Asda. Reference sources currently list Asda as held by TDR Capital (67.5 per cent), Mohsin Issa (22.5 per cent) and Walmart (10 per cent).

Why is it called George?

The brand is named after George Davies, the founder of Next, who was its original chief designer at Asda until he left in 2000.

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