George Opens Store Asda In Malta
This past week Walmart’s English subsidiary Asda will open a George clothing store in Malta, the move takes its Private Brand into Europe for the first time. They will then begin adding stores in the Channel Islands, Sharjah, Abu Dhabi and Jordan.
According to an article in the Financial Times: “Malta is a good location for us,” said Andrew Moore, chief merchandising officer at Asda, and head of its George clothing business. “Its got a great connection to the UK. There’s a lot of well-known retailers out there. We do think there’s a gap in the Malta market for a great value fashion retailer.”
“We’ve got a bit of a pincer movement taking place because we’ve got Malta, but also we’re testing the market in a very cost-effective way through our dotcom business,” said Mr Moore,
Fiona Lambert, brand director for George, is also looking after product development for so-called “soft lines”, which includes cushions, curtains, and towels.
But Mr Moore said the “real game changer” was taking advantage of parent Walmart’s buying strength”.
Standing beside garments including a navy jersey jacket and a paisley maxi-dress on display in the George office in Lutterworth, Leicestershire, Mr Moore was keen to emphasize the brand’s fashion credentials. “You can go in most stores across the high street and you will see a denim and white story.[You can find] denim and white at the front of George, at the front of Asda, at the time when the rest of the high street have got it,” he said.
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Christopher Durham is the president and founding partner of the retail and Private Brand consultancy Folio28. He is a consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience, creating, launching and building billion dollar Private Brands.