Asda has announced a series of new brand partnerships for its fashion and homeware label George, which include In The Style, Missguided, Lee, and Wrangler. The new strategy is part of George at Asda's plans to broaden its appeal to younger Asda customers. 

This will start in May with the launch of In The Style launch. George at Asda aims to offer the womenswear label in 100 shops across the UK by the end of the year. A similar roll-out is planned for Missguided, Little Mistress, Lee and Wrangler later this summer.

The launch of brand partnerships and the new George own-brand labels are the brainchild of the retailer’s incubator hub, Lab 16, which was established six months ago to identify innovative brand partners and ranges that would attract new customers to George.

George has also confirmed plans for a partnership with beauty and wellness brand Raw Beauty which will be rolled out across larger flagship stores this year in a bid to elevate their lifestyle offering.

Zoe Matthews, Vice-President of George product said: “We offer our brand partners scale and expertise from within our business, and it’s important we learn from them, too. Some of the brands we’re working with have an outstanding social media reach and they are penetrating a younger customer base through new channels. It is about having complementary businesses to ours and it’s important that we grow their business and our own. We’ll introduce them gradually, scale them and learn from it.”