The George brand was established in 1989 by Asda through a partnership between fashion designer George Davies, making it one of the UK's leading clothing retailers by 2004.

Asda has appointed ex-Sainsbury’s senior women’s fashion buyer Victoria Stead to lead its womenswear category at George.

Highlights include the George Spring/Summer 2025 collection, as well as children’s ranges from Erica Davies and Billie Faiers, plus the latest At Home with Stacey Solomon Spring/Summer ...