George is a British mass market fashion label founded by George Davies for Asda. It is the second best-selling label in the United Kingdom.[1]
History
The George brand was founded in 1989 as a partnership between English fashion designer George Davies and Asda. The latter had recruited the high-street designer for its grocery store brand to help shoppers avoid high street.
Asda and George were sold to Walmart in 1999, which led to the expansion of the George brand into Walmart stores.[2]
In February 2022, Asda and George were bought by TDR Capital for 6.8 billion pounds. Plans to spin George off into an independent brand have been leaked, but those plans have been denied by the acquiring firm.[1]