George launches Middle Eastern expansion in Abu Dhabi mall

The expansion of one of the UK's best-loved fashion brands to the Middle East is part of Asda's long-term business strategy to grow its non-food business and reflects George's ambition to roll out the brand to an ever-increasing global audience.

Abu Dhabi provides a significant platform for growth, with increasing demand from locals, ex-pats and visitors who are shopping for stylish, good quality, value clothing.

The Middle Eastern clothing market is already worth £90bn.

Andrew Moore, Chief Merchandising Officer George and General Merchandise, commented, "As we continue to build George into a truly major global brand, it's crucial that we work with partners that know their local market and can work with us to deliver a range of clothing that customers will want and need."

"The Azadea Group, with its extensive franchise experience, is the perfect partner to introduce pilot George stores in the Middle East. This is a growing market and represents real opportunity for George. We're also looking forward to opening in Amman later this year," he added.

The store will offer something for all the family including a great range of childrenswear. George is the largest volume retailer of childrenswear in the UK. Shoppers will also be able to pick up all the latest trends in womenswear with the same high quality, stylish range being available to them in Abu Dhabi as in the UK.

Said Daher, Chief Executive Officer of Azadea Group commented, "George has such a strong identity already globally, it's the largest childrenswear retailer in the UK and it has become a well-established household name - our ambition is to achieve the same in the Middle East."

"There is a real need in the market for stylish, good quality, value clothing, and we are confident that George will plug that gap. Its prime location within the Al Wahda Mall will give George the exposure it needs in the competitive Middle Eastern market," he added.

A team has been established at the George base in Lutterworth to establish, build and manage the franchise stores and develop the Azadea Group franchise partnership, in particular. The team will ensure that all franchise partners adhere to the brand's core values of style, quality and value.

George UK currently accounts for around half of Asda's general merchandise sales. George.com is the fastest growing online fashion retailer in the UK with 50% of sales online being ordered through the click and collect service operating at all Asda stores.

George is already a growing global brand through Walmart stores in seven countries worldwide including America, Canada, Chile, Japan, Mexico, Brazil as well as the UK. George Jersey and George Guernsey opened earlier this year in the Channel Islands with franchise partner, Sandpiper CI.