Missguided launches in 100 Asda stores

George at Asda has launched a partnership with Missguided which sees the fast fashion brand’s products going in to 100 Asda stores, as well as being on sold online via George.com, this week.

It’s part of George at Asda’s wider strategy to partner with relevant brands that appeal to younger shoppers, and complement its existing trend-inspired own-label collections including womenswear label G21 and athleisure collection Holy Field.

Earlier this year George announced that it would partner with between 16 and 20 third party brands in 2021, with ranges from In The Style, Lee, Wrangler, Threadbare, Brave Soul and Girls on Film already available in selected Asda stores and online.

Zoe Matthews, Vice President of George product, said: “We’ve already launched with a number of third-party brands to offer their products online and in our stores, using our combined expertise to create a compelling customer proposition for younger shoppers.

“A focus on test and learn and agile processes has enabled us to do this at pace, taking learnings from each to continually improve the customer experience.

“We continue to grow the roster of brands we’re able to offer, with more exciting collaborations planned that complement our core George fashion business.”