George at Asda has launched a partnership with online fashion brand Missguided in 100 stores and online via George.com.
Customers will be able to shop a selection of dresses, blouses and co-ords in store as part of George’s wider strategy to partner with relevant brands that appeal to younger shoppers and complement existing trend-inspired own-label collections.
Earlier this year George announced that it would partner with between 16 and 20 third party brands in 2021, with ranges from In The Style, Lee and Wrangler, Threadbare, Brave Soul and Girls on Film already available in selected Asda stores and online. The latest Missguided launch is expected to benefit George at Asda greatly, with Missguided being one of the leading online destinations for bold fashion and forward-thinking style.
Zoe Matthews, Vice-President of George product, said: “We’ve already launched with a number of third-party brands to offer their products online and in our stores, using our combined expertise to create a compelling customer proposition for younger shoppers. A focus on test and learn and agile processes has enabled us to do this at pace, taking learnings from each to continually improve the customer experience.”
