Asda to launch George franchise stores in the Middle East
Asda is to launch franchise stores for its George clothing brand in the Middle East and the Channel Islands.
The supermarket giant said it had agreed terms with Lebanon based Azadea for the opening of George franchise stores in the Middle East. It has also signed an agreement with SandpiperCI in the Channel Islands to allow the company to launch further franchise stores in Jersey and Guernsey.
Last year, Asda announced its intention to establish a small number of pilot George stores. Asda said today’s announcement puts it on track to open these in 2012. George currently accounts for around half of Asda’s general merchandise sales with the brand also being sold through Walmart stores in seven countries worldwide.
Andrew Moore, George executive managing director said: “We are working with two of the world’s most respected franchise businesses to establish the new George stores. Our International team will benefit from the vast franchise experience both companies have from the successful partnerships they operate with many other apparel brands.”