Asda will relaunch its George clothing brand in September as it seeks to make the label the UK’s biggest-selling fashion brand by volume before the end of 2011.

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.