Asda is plotting to overtake Primark as the UK’s biggest clothing retailer as it doubles down on the revival of its fashion arm, George.
According to The Telegraph, chairman Allan Leighton is pinning hopes on the supermarket’s clothing division to help lead its broader turnaround — with plans underway to upgrade up to 100 stores to give George more prominence.
Despite a dip in overall sales and a sharp swing to a £600m loss at Asda’s parent company last year, George posted a 3.5% rise in sales during the first quarter of 2025 — positioning it as a rare bright spot for the business.
George managing director Liz Evans told the Telegraph the investment will help the brand challenge Primark for the top spot by volume, up from its current third-place position behind Next.
“That’s the long-term goal,” she said. “We’re number one on volume when it comes to kids, but why can’t it be possible overall?”
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Primark has faced headwinds in recent months, with Associated British Foods warning of “continued consumer caution in the UK” earlier this year.
Evans, who joined from FatFace in 2022, says there is now renewed “clarity, belief and teamwork” at Asda following Leighton’s return as chair last year.
She credits a sharper focus on core customers as key to the recovery plan.
“What feels different now is that we’re getting back to understanding our customers,” she said. “We started with Asda price and then we had a relentless focus on fixing availability. We have made staggering progress, but there is still a lot to do.
“We’ve invested back into hours and the stores, and you can feel it. Allan has referenced the turnaround as Everest, and he’s right. We’re at the start of the recovery.”
While Evans insists George “wasn’t a broken business” on arrival, she admitted recent years have seen weaker performance in adult categories — particularly womenswear.
“But if I look at what we’re delivering now, then imagine what we can do when we really get the momentum behind the Asda brand.”
George recently opened its first standalone store in Leeds, with Leighton suggesting there could be potential for up to 100 dedicated locations across the UK.
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