Asda Plans 100-Store George Expansion to Overtake Primark UK

Asda is intensifying efforts to revive its fashion division, George, with plans to remodel up to 100 stores and open standalone locations, aiming to surpass Primark as the UK's largest clothing retailer by volume. Despite Asda's overall financial challenges, including a near £600 million loss, George reported a 3.5% increase in sales in the first quarter of 2025, standing out as a bright spot for the company. Chair Allan Leighton and George managing director Liz Evans emphasize a renewed focus on core customers and investment in style, quality, and value as key drivers of the brand's growth. The launch of George's first standalone store in Leeds marks a strategic shift to position the brand beyond supermarket aisles, incorporating fashion, homeware, and enhanced customer services. Primark has faced headwinds with declining sales and consumer caution in the UK, creating an opportunity for George to challenge its market position. The revival plan reflects a broader turnaround strategy for Asda, with leadership highlighting renewed clarity, teamwork, and a commitment to understanding customer needs.