Asda fashion label George is to open its first store in Europe in Malta on Friday as part of the brand’s march overseas.

George will open a 6,000 sq ft store in the Daniels Shopping Complex in Hamrun through franchise partner Cyka.

The brand said it was attracted to Malta due to its “close historic links to the UK and large presence of UK retailers franchising in the market”.

George added the country “provides George with a strong growth platform as locals, ex-pats and visitors increase demand for stylish, quality and high value clothing”.

The fashion label began a strategy to take George abroad last year with openings in Abu Dhabi and the Channel Islands. George has also opened a store in Sharjah, United Arab Emirates and will open a store in Amman in May. “Further stores in the UAE, Kuwait and Qatar will open in the summer,” George said.

It is also looking to increase its international online presence., one of the fastest growing online fashion retailers in the UK, will begin delivering to shoppers in Belgium, Denmark, France, Luxembourg, the Netherlands, and Spain first as part of a phased expansion to be completed by July this year.

George retail and international director Jo Whitfield said: “We’re thrilled to be opening our first franchise store in Malta. Shoppers are looking for real value, as well as the highest quality clothing in the current economic climate for themselves and their families and that’s exactly what the new George store will offer. 

“Our franchise partner, Cyka Ltd, has a vast amount of franchise experience and we chose them because of their retail experience on the island, their professionalism, their passion and their commitment to bringing George to Malta.”

“More stores are planned over the next two years and we will be targeting locations in Sliema and Valletta.”

The ranges stocked will be the same as the UK.

George has established a team at its head office in Lutterworth to build and manage the franchise stores and develop the franchise partnerships.