The relaunch is likely to take in the look of George space in stores, as well as merchandise and branding. It is understood that a new logo could also be unveiled, although a spokeswoman said that while that is under consideration, no final decision has been made.
George managing director Anthony Thompson said: “By the end of 2011 we should have overtaken Marks & Spencer, but the realistic position now is to be the number-one supermarket for clothes. We should overtake Tesco by the end of this year.”
George has also restructured its buying, design and trading to ensure the business is more product- and customer-focused. About 30 roles at George House in Lutterworth in Leicestershire have been axed and about 100 roles have been “realigned” to give clearer reporting lines.
Thompson said: “The move was not simply to cut costs, but about simplifying the structure of the business, which had been getting a bit bureaucratic.”
The core George label will target 25- to 45-year-olds. Two sub-brands launched in March – Boston Crew for men and Moda for women – target the over-45s.
“George went too deep into fast fashion, rather than the core Asda grocery shopper,” said The Chambers retail consultant Sally Bain. “The new lines show a move towards its target market, but it needs to make sure the brand has a spark and is not just about price.”
Asda non-food trading director Peter Pritchard is to leave the grocer, as revealed by RW Online (July 11). Food trading director Darren Blackhurst becomes group trading director.