Asda is to explore taking its franchise model with George overseas with the first franchising partner expected to be announced in the coming months.
The Supermarket chain, owned by Walmart, has said that it intends to establish a number of pilot George stores in the Middle East in the first half of next year as part of its long-term strategy to grow its non-food business.
The George brand currently accounts for nearly half of Asda’s general merchandise sales and it already growing within Walmart stores in seven countries.
Andy Clarke, CEO and President of Asda commented: “George is a key driver in our ambition to grow our general merchandise businesses.
“True value for money isn’t just something on the minds of UK customers; getting the best quality at affordable prices resonates with shoppers worldwide. George is already a global business and franchising is an exciting growth opportunity for us in new markets,” he added.
The strategy has meant the establishment of a team at the George headquarters in Lutterworth, which will build and manage franchise partnerships and oversee the use of the brand.
Employment opportunities have also been created in the Midlands as a result, with the George International team recruiting for over 40 new roles.