George at Asda clothing

George is one of Britain's most successful fashion brands, established in 1990 as the first grocery-store clothing range. It was named after its founder, George Davies, who also founded Next and Per Una. The brand revolutionized the supermarket sector by offering stylish, high-quality fashion at affordable price points within Asda supermarkets across the United Kingdom.

Manufacturing for George clothing takes place across a global supply chain, with primary production hubs located in countries such as Bangladesh, India, Sri Lanka, Turkey, and China. This diverse manufacturing base allows the brand to maintain high volume and competitive pricing while adhering to the parent company's ethical sourcing standards.

While Asda was previously owned by the American retail giant Walmart for over two decades, the brand returned to majority British ownership in 2021. As of 2026, George remains the flagship private-label apparel brand for Asda, which is owned by the Issa brothers and TDR Capital. The brand continues to be headquartered in Lutterworth, Leicestershire, where its design and buying teams are based.