Asda has restructured the regional operations of its George clothing brand and is integrating it with the main business.
The change affects 15 staff in the George field team and Asda has begun a consultation process with those people.
Asda would not comment, but it is understood that the move is part of an efficiency drive.
George has been one of Asda's star performers, generating like-for-like sales growth of more than 20 per cent for the year to the end of January.
One industry source claimed George's sales growth has slowed slightly in the past couple of months.