George at Asda has launched its summer swimwear range as it continues its low-priced fashion assault.
The clothing arm of the Wal-Mart-owned retailer is to sell an extended range of bikinis by the beginning of next month. The retailer will also launch a range of beach accessories, such as flip-flops, sarongs and bags.
At the start of the year, Asda cut the price on 'everyday essential' George items such as jeans, skirts and jackets as part of its EDLP strategy.
A spokeswoman said that the price of swimwear is, on average, lower than last year.
George was rolled out in Wal-Mart's US stores last year.