Asda’s fashion brand, George, is making a play for the number one position in supermarket apparel. The brand has suffered over recent years as it appeared to lose its way by putting too much emphasis on the under 25s market.

With plans to re-focus on the 25-45 market Asda is launching new sub-brands for men and women that would make up 20% of the offer. The new brands, Moda for women and Boston Crew for men will simplify the range and pricing structure.

Asda has always been very strong on kidswear and will continue to grow and develop this area of the business. And there is a promise of some online development that will include a clothing and general merchandise site as well as food.