George at Asda has launched a partnership with online fashion brand Missguided in 100 stores and online via George.com.
The retailer is offering a selection of dresses, blouses and co-ords in stores, 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, including womenswear label G21 and athleisure collection Holy Field.
Earlier this year, George confirmed it would partner with between 16 and 20 third party brands this year. Ranges from In The Style, Lee, Wrangler, Threadbare, Brave Soul and Girls on Film are already available in selected Asda stores and online.
“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,” commented Zoe Matthews, vp of George product. “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.
“We continue to grow the roster of brands we’re able to offer, with more exciting collaborations planned that complement our core George fashion business.”
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