Management restructure will allow Spindler to focus on international growth
George at Asda is gearing up for massive international expansion after hiring a new UK management team to free up global managing director Angela Spindler.

Sources close to George told Retail Week that the value fashion brand had set an ambitious global sales target of US$20 billion (£10.1 billion) - five times its present turnover of£2 billion.

George has poached Next womenswear product director Fiona Lambert to become its first brand director in the UK and has promoted trading director Mark Daynes to the newly created position of chief operating officer.

The pair are expected to take control of the George business in the UK, leaving Spindler free to focus on developing George's international business in new and existing markets.

George has a presence in Wal-Mart stores in seven countries - the US, Canada, Mexico, Brazil, Argentina, Puerto Rico and Japan. However, the UK contributes most of the label's turnover. George sells 237 million garments a year in the UK.

To date, George's international growth has been steady. Performance of the brand in Wal-Mart stores in the US is understood to have been disappointing. Some of the product is thought to have been too fashionable for North American customers. Spindler is expected to focus on tailoring the George range to specific markets.

There is potential to roll George out to Wal-Mart's 6,500 global stores. Management Horizons chairman Edward Whitefield said: 'To maximise the output [of George] in Wal-Mart North America, China and India, the top management team around Angela needs to be strong. Spindler will have more time to think about business development, rather than spending time on the operational aspects.'

No comment was available on specific international plans for George. However, the company said that the creation of the new roles was 'a significant step change to the way the George business is managed and is designed to further establish the retailer's credentials as the top value fashion retailer in the UK.'

Lambert worked with George Davies when he founded the eponymous George brand 16 years ago.

Next's group product director Christos Angelides will take on Lambert's responsibilities until a replacement is found.

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