Asda has launched a pop-up shop for its George clothing brand in London.

Asda has launched a pop-up shop for its George clothing brand in London

The own brand fashion label will have a standalone store presence at the Graduate Fashion Week show in Earl’s Court today and tomorrow.

George is a headline sponsor of the fashion event and is offering a 10% off online purchases deal for customers at the shop.

The store follows Tesco’s first F&F pop-up shop opening in Covent Garden, London two weeks ago in the run up to the Diamond Jubilee weekend.

The George pop-up shop will feature collections of both summer and swimwear lines. The shop will also feature an iPad service for customers that require different sizes or bigger orders from using the home delivery or free in-store collect service.

George brand director Fiona Lambert said: “The George pop up shop is a new addition to our sponsorship programme at Graduate Fashion Week.

“Visitors are loving today’s g:21 collection and we’re sure the Kirenjit Sogi GFW swimwear collection that will feature in tomorrow’s pop up shop will prove a big hit.”

Last month, George revealed it is trailing a new store design with increased space given over to front of store display, better lighting and improved navigation.

George executive managing director Andrew Moore said at the time: “We are creating a more spacious, more contemporary and pleasurable place to shop in.

“We are now looking at customer feedback and how we roll these new stores out.”

Moore said that George is “dialling up” its fashion credentials while keeping a focus on value.