As it intensifies its efforts to revive its fashion division, George, Asda is planning to surpass Primark as the largest clothes retailer in the United Kingdom.
There are plans to remodel up to 100 stores to give George greater prominence, and chairman Allan Leighton is reportedly counting on the supermarket’s apparel sector to spearhead its larger comeback.
George reported a 3.5% increase in revenue during the first quarter of 2025, establishing it as a rare bright light for the company despite a decline in overall sales and a steep swing to a £600 million loss last year.
According to Liz Evans, managing director of George, the investment will enable the brand to overtake Primark for the top rank in terms of volume, moving it up from third place behind Next.
Primark has faced headwinds in recent months, with parent company Associated British Foods warning of “continued consumer caution in the UK” earlier this year.
After Leighton returned as chair last year, Evans, who joined from FatFace in 2022, believes there is now newfound “clarity, belief and teamwork” at Asda.
She attributes the recovery plan’s success to a more acute focus on core clients. Evans asserts that George “wasn’t a broken business” when it first opened, although she acknowledged that adult categories, especially clothing, had performed worse in recent years.
Leighton suggests that there may be room for up to 100 dedicated locations around the United Kingdom, after the recent opening of George’s first independent store in Leeds.
