George at Asda sharpens menswear offer as category drives growth

George at Asda is stepping up investment in menswear as the category becomes a key growth area for the supermarket fashion brand.

The retailer said its menswear category recorded year-on-year sales growth ahead of the wider market, with customers drawn to what it described as accessible, style-led products at competitive price points.

George at Asda said it is now looking to grow sales and attract new customers by sharpening its focus on quality and design across the category, while also strengthening its online presentation.

The brand's investment in the menswear category comes as supermarket fashion brands compete more directly with traditional high street retailers, with value and versatility high on shoppers' priority lists, according to George at Asda.

The latest addition to its menswear offering is its 'Studio Edit' range, which the brand described as combining everyday wearability with premium fabrics and contemporary styling.

The collection includes casualwear and seasonal essentials with "improved fits, updated silhouettes, textured fabrics and refined colour palettes".

George at Asda is also investing in improving its menswear retail experience.

After launching standalone George concept stores in Leeds and Hull last year, both of which have delivered consistent double-digit growth, George at Asda plans to transform a further 10 locations in 2026. The concept store format was designed to showcase the retailer's fashion and home offerings in a more contemporary setting.

Alongside improving its physical retail portfolio, the brand is also investing in digital merchandising by creating clearer outfitting options and more editorial-style imagery, with the aim of improving conversion and increasing basket spend.

Glenda Hansford, Senior Director: Buying, Design & Quality for George Menswear and Kidswear, said: "Menswear is a standout category for us, delivering strong growth as more customers turn to George for style and quality.

"Our focus is on continuing to elevate the offer, through improved fits, more considered design, and a better overall shopping experience both in-store and online."

Hansford added that the brand sees "a significant opportunity to grow our share of the menswear market and attract new customers to the brand".