George at Asda is considering joining the grocer in launching on TikTok Shop, Retail Week can reveal.
The supermarket fashion brand is understood to be considering the logistics of what an offer on the social network platform would entail, which could include a specifically designed collection.
George at Asda confirmed that discussions were ongoing, but that nothing formal had been agreed.
Asda made its TikTok Shop debut last September with a bundle of pink products for Breast Cancer Awareness month and its tickled pink campaign.
The bundle featured nine family favourites for just £7.17 – a figure representing the 1 in 7 women across the UK who will be diagnosed with breast cancer in their lifetime.
If George at Asda goes ahead with the TikTok Shop launch, it will be the first supermarket fashion brand to go live on the platform and join many existing brands, including Asos, Sports Direct, and Boux Avenue already on the site.
In February 2026, Asda announced it would accelerate the rollout of 10 standalone George concept stores this year, beginning with Peterborough.
This was off the back of what it described as the “strong performance” of its first two stores in Leeds and Hull.
Asda said the rollout of new standalone George at Asda stores “reflects Asda’s investment into enhancing retail environments” and “creating inspiring, easy-to-shop environments that celebrate its hero non-food categories”.
George managing director Liz Evans said at the time: “Peterborough marks a key milestone in our rollout of standalone George stores across the UK. The success of our first concept stores shows the huge potential to make George a destination brand in its own right. This new format lets us showcase a bigger, more inspiring range in a modern, easy-to-shop environment, and Peterborough, with its loyal customers and strong demand, was the natural choice for this next phase.”
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