George at Asda has opened its first store in the Middle East located in the Al Wahda Mall in Abu Dhabi.

The 5,000 sq ft pilot store, opened through Asda’s franchise partner Azadea Group, is part of the retailer’s ambition to grow the clothing own brand globally.

Asda believes Abu Dhabi offers a “significant platform for growth” for George with increasing demand from locals, ex-pats and visitors. According to Asda, the Middle Eastern clothing market is valued at £90bn.

The store will only sell kidswear and womenswear.

George executive managing director Andrew Moore said: “This is a growing market and represents real opportunity for George. We’re also looking forward to opening in Amman later this year.”

Azadea Group chief executive Said Daher added: “There is a real need in the market for stylish, good-quality, value clothing, and we are confident that George will plug that gap. Its prime location within the Al Wahda Mall will give George the exposure it needs in the competitive Middle Eastern market.”

The retailer has put a team in place at the George base in Lutterworth, Leicestershire, to establish, build and manage the franchise stores and develop the Azadea Group partnership in particular. The team will ensure all franchise partners offer the brand’s core values of style, quality and value.

George already has stores in seven countries including the US, Canada, Chile, Japan, Mexico and Brazil. George Jersey and George Guernsey opened earlier this year in the Channel Islands with franchise partner SandpiperCI.