By  on July 24, 2007

LONDON — George is stepping into cyberspace.

ASDA's fashion-driven, mass market clothing and accessories brand will go online in the U.K. early next year, an ASDA spokesman said Monday. Sales are forecast to reach $200 million in three years' time.

ASDA, the British division of Wal-Mart Stores Inc., developed the George line and designs the core collections from its Yorkshire headquarters. The George brand currently has sales of $3 billion globally, although it has had mixed success in the U.S., where Wal-Mart recently has been struggling with its fashion offering.

The spokesman said the company was keen to reach customers who may not live or work near an ASDA store, adding the launch of the site was in response to customer demand.

ASDA currently has a noncommercial site,, where customers can view the men's, women's and children's collections. That site registers 90,000 hits per month.

The new, which will serve the U.K. only, will feature 1,000 lines and offer next-day delivery. Returns can be made by mail or in-store.

There is a small, online George offer on Wal-Mart's Web site in the U.S., but the spokesman said the U.K. selection would be larger and more fashion-driven.

"We have a huge faith in dot-com now, and our business model will be based on volume rather than margins," he said. The spokesman said ASDA was the first value fashion retailer in the U.K. to open a dot-com site.

ASDA rival Tesco has tested selling clothing online, but does not have a full offer. Its site,, is an online look book of clothing collections.

Zendor, the U.K. home shopping company, will manage the Web site and warehousing for George.

To continue reading this article...

load comments
blog comments powered by Disqus