Asda George makes major changes to 100 stores – including new brands and recycled clothing

George at Asda release campaign for new maternity wear range

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Supermarkets have made many changes to cut back on waste and improve the shopping experience for customers. George at Asda have introduced recycled clothing as well as new fashion lines.

The retailer announced a new partnership to see brands go into 100 stores in the UK.

It has collaborated with online retailer In The Style with a range of dresses, blouses and t-shirts which are available in branches now.

This will give shoppers more clothing options when visiting branches.

Asda also shared ranges from Missguided, Lee and Wrangler are set to roll out in the summer.

Vice-President of George product Zoe Matthews said: “We offer our brand partners scale and expertise from within our business, and it’s important we learn from them, too.

“Some of the brands we’re working with have an outstanding social media reach and they are penetrating a younger customer base through new channels.

“It is about having complementary businesses to ours and it’s important that we grow their business and our own.

“We’ll introduce them gradually, scale them and learn from it.”

As well as adding new brands, the supermarket has opted to make shopping at George most environmentally-friendly.

Asda has made a bid to become more sustainable which has led to changes in packaging across other parts of the stores.

It has introduced a second-hand vintage range at George which will help cut back on the amount of clothing going to landfills.

The scheme is in partnership with vintage fashion wholesaler ‘Preloved Vintage Wholesale’ and has been introduced across the UK.

Customers can browse vintage, retro and second-hand pieces at more than 50 stores.

“We know that sustainable fashion is something that’s really important to our customers and colleagues,” Global Professional Lead Sustainable Sourcing and Quality Mel Wilson said.

“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.

“This is an exciting partnership for George, it’s unique in that not only can our customers pick out some vintage and often designer garments at an affordable price.

“But they’re also helping to support reduce waste by giving these items a second lease of life which is something we are proud to be a part of.”

To help unwanted clothing going to waste, Asda’s sustainability store in Leeds has previously collected clothing and textiles.

The scheme meant customers could clear out their cupboards and take in items they no longer wanted.

The products could then be taken to ‘drop and shop’ points to be recycled.

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