George at Asda has launched a partnership with online fashion brand Missguided in 100 stores and online via

The retailer will offer a selection of dresses, blouses and co-ords in stores from Monday 16th August, as part of George’s wider strategy to partner with relevant brands that appeal to younger shoppers and complement existing trend-inspired own-label collections, including womenswear label G21 and athleisure collection Holy Field.

Earlier this year George announced that it would partner with between 16 and 20 third party brands in 2021, with ranges from In The Style, Lee and Wrangler, Threadbare, Brave Soul and Girls on Film already available in selected Asda stores and online.

Founded in 2009 in the UK by Nitin Passi, Missguided is one of the leading online destinations for bold fashion and forward-thinking style. Empowering females worldwide, Missguided draws influence from social media, street style and popular culture, creating collections inspired by millennial women who champion freedom of expression.

Zoe Matthews, Vice-President of George product, said: “We’ve already launched with a number of third-party brands to offer their products online and in our stores, using our combined expertise to create a compelling customer proposition for younger shoppers.

“A focus on test and learn and agile processes has enabled us to do this at pace, taking learnings from each to continually improve the customer experience.

“We continue to grow the roster of brands we’re able to offer, with more exciting collaborations planned that complement our core George fashion business.”


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