George at Asda new logo a "Thunder" inside its 'O' and a letter 'D'
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Among these will be a renewed take on the department of the retailer’s clothing brand George, which will receive a “brand-new” appearance in some locations.
Elsewhere, select stores will welcome new foyers, seasonal aisles, counters and flooring, while others are to undergo a transformation that will see the introduction of Asda’s new brand identity.
As such, the retailer’s updated logo, typography and colour palette will be present in the form of new signage and trolley bags, as well as in the interior and exterior decoration of each store.
Expected to be complete by November, the work will begin to be carried out over the coming months over the course of five-week periods, at stores such as Coventry, Dundee, Altrincham and Charlon.
In a release, Ian Brackenbury, senior director of construction and implementation at Asda, said that the significant investment marked “another exciting milestone moment for us on our journey and underpins our continued commitment to ensuring Asda is set up for long-term success”.
On the other hand
George., the clothing division of UK supermarket group Asda, is to begin selling “brand new vintage garments” across its stores in the UK.
The retailer is partnering with vintage fashion firm ‘Preloved Vintage Wholesale’ on the concept, which will enable customers to buy vintage, retro and second-hand branded pieces.
Following a successful trial in Asda’s sustainability store in Leeds, George is now launching the initiative in a further 50 of its stores, including in London, Bristol, Birmingham, Edinburgh and Brighton.
The move is part of the retailer’s ‘George for Good’ commitment to drive down textile waste and encourage customers to use less and recycle more.
“We know that sustainable fashion is something that’s really important to our customers and colleagues,” says Mel Wilson, global professional lead, sustainable sourcing and quality. “They’re passionate about us encouraging everyone in the UK to think about the issues of waste and how we can make fashion and textiles more circular, so that we really can reduce the number of garments that go into landfill.”
Steve Lynam, managing director or Preloved Vintage Kilo, adds: “The more people that buy into the circular economy and shop vintage and retro the bigger impact we will have on climate change. As a business we have saved over 800 tonnes of clothing going to landfill and with the growth of our partnership that is set to increase dramatically.”
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