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Asda’s continued growth driven by George clothing line

Chloe Burney
20 May 2024

George at Asda has reported revenues were up by 3% to £293 million in the first quarter of 2024 thanks to its "investment in price, style and quality credentials".

For the first quarter, ending 31 March, Asda delivered a 6.6% increase in total revenues (excluding fuel) to £5.3bn and 1.4% growth in like-for-like sales. The supermarket’s continued growth in total revenues saw a strong contribution from George at Asda, which outperformed the fashion and homewares markets during the quarter.

George’s customers responded positively with top-performing categories including the market-leading schoolwear range, which saw an 11% increase in sales year-on-year, and the relaunched adult denim range, with an 8% rise in sales compared to the previous year.

The collaboration with TV personality Billie Faiers across women’s, kids and babywear, and the relaunch of its trend-led sub-brand G21 in March, supported by influencer Sophie Piper.

Mohsin Issa, Asda’s Co-Owner, said: "Asda made good progress against its strategy in the quarter, laying the foundations for long-term success – including completing the conversion of our newly acquired sites to Asda Express, as part of our strategic expansion into the growth markets of convenience and food-to-go. We did this while continuing to deliver great range, value and convenience, including investing in lower prices and the quality of our food and non-food at a time when the household budgets of our customers remain under pressure.

"George at Asda again outperformed the value market in fashion and homewares, and it is very encouraging to see our investment in the brand bearing fruit both online and in stores. Customers also responded positively to our ongoing investment in the Asda Rewards loyalty scheme, which now has around six million regular users, and online grocery where we are firmly established as the number two player in the market. I want to sincerely thank all of our colleagues for their hard work over the quarter, as we remain committed to doing the right thing by them, our customers and the local communities which we serve."

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