In a retail landscape defined by cautious spending and shifting loyalties, Asda is aiming high—very high. The UK supermarket giant is setting its sights on a remarkable goal: turning its clothing line, George, into the country’s top fashion retailer, surpassing fast-fashion heavyweight Primark.
While it might sound ambitious, recent momentum suggests it’s far from unrealistic.
George: A Quiet Powerhouse with Renewed Purpose
Despite the parent company reporting a £600 million loss last year, George has emerged as a bright spot. Sales rose 3.5% in Q1 of 2025, signaling that the brand is gaining traction where it counts: with everyday shoppers seeking affordable style.
Now, Asda is betting big on this momentum. Plans are underway to upgrade up to 100 stores, giving George a stronger presence within Asda’s retail footprint and introducing more standalone George locations—starting with a flagship in Leeds.
Editor’s Note: The real story here isn’t just about clothes—it’s about rediscovering trust. George’s revival signals that shoppers still crave good value without sacrificing taste, especially in uncertain times.
Leadership with Vision
At the helm of this transformation is Liz Evans, a seasoned retail leader who joined George from FatFace in 2022. Backed by returning chairman Allan Leighton, Evans is spearheading a cultural reset inside the company—one grounded in customer insight, product availability, and clarity of mission.
“We’re number one in kidswear volume,” Evans stated, “but why not aim for the top overall?”
Her optimism feels grounded, not just in ambition, but in a retail truth: brands that listen to their customers and adapt are the ones that survive—and thrive.
Climbing the Retail Ladder: From Grocer to Fashion Destination
What makes George’s pursuit unique is that it’s being driven from a supermarket aisle. In a space dominated by specialist clothing retailers, Asda is blending grocery convenience with fashion affordability, creating a hybrid shopping experience that caters to busy families and price-conscious consumers.
Evans admits that the women’s category has been inconsistent, something she’s working to correct. The strategy includes better design cohesion, sharper seasonal selections, and deeper insight into what modern British consumers actually want from their wardrobes.
✦ Retail Insight: George isn’t trying to out-fast Primark—it’s trying to out-understand them. If it succeeds, it won’t just gain sales—it’ll gain loyalty.
George vs. Primark: A Battle of Access and Agility
Primark, though still dominant, is also navigating headwinds. Its parent company, Associated British Foods, noted “continued consumer caution” earlier this year—an environment where even budget giants feel the pressure.
Here’s where George has an edge: multi-channel accessibility. Unlike Primark, George is already available in-store, online, and via click-and-collect. Add in the upcoming standalone stores, and Asda’s clothing arm is becoming not just affordable, but accessible—a key differentiator in modern retail.
Retail as Reflection: Why This Matters Beyond the Clothes
What makes Asda’s pivot so compelling is that it mirrors the personal journeys many consumers are on—trying to find balance, direction, and value in a shifting world.
Evans likens the effort to “climbing Everest,” and she’s not wrong. Turning around a retail brand in a saturated market takes more than good marketing. It takes listening, adapting, and believing—qualities that resonate not just with shoppers, but with anyone facing their own uphill climb.
The Road Ahead for George
With physical upgrades underway, a clear vision at the helm, and early signs of consumer buy-in, George is poised to rewrite what it means to be a supermarket fashion brand in the UK.
Will it overtake Primark? Time will tell. But one thing’s certain: Asda isn’t just chasing market share—it’s chasing meaning. And in today’s economy, that may be the most powerful strategy of all.
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