George at Asda has made its debut in Dubai with a store in the Al Ghurair shopping mall.

The 6,588 sq ft franchise store has been developed in partnership with Azadea Group, which is aiding Asda’s own label fashion brand’s expansion in the UAE.

George has opened eight stores across the Middle East and UAE in the last year with the ninth due to open in Malta this month.

George retail and international director Jo Whitfield said: “Our international franchises are proving to be a great success. Dubai is an incredibly exciting market for us.

“We’re confident that the Al Ghurair shoppers including locals and ex-pats will love the style and quality of our ranges and be amazed at the excellent value for money.” 

Separately, Asda has registered George.home at the Intellectual Property Office and may use the brand across its homewares offer, City AM reports.

An Asda spokesman said: “We register logos, trademarks and domains all the time.”