George at Asda is strengthening its menswear offer as the supermarket fashion market continues to take share from traditional high street retailers.

It said menswear remains a major growth area for the business, with year-on-year sales uplifts running ahead of the wider market as shoppers seek more affordable and versatile fashion.

George is responding with a sharper focus on style-led collections at competitive prices, with its latest Studio Edit menswear range designed around modern wardrobe staples.

The collection includes casualwear and seasonal essentials, with updated silhouettes, textured fabrics, improved fits and more refined finishing details.

The supermarket fashion brand said the range has been developed to meet rising demand for everyday pieces with a more elevated look and feel.

George is also investing in its retail experience as it looks to build on momentum in the category.

Following the launch of standalone concept stores in Leeds and Hull, which it said are delivering consistent double-digit growth, the brand is set to transform a further 10 locations in 2026.

The retailer is also improving its digital shopping experience, with clearer outfit options and more editorial-style imagery designed to drive conversion and increase basket spend.

George said menswear is playing an increasingly important role in attracting new customers to the brand and supporting long-term growth.

George menswear and kidswear senior director for buying, design and quality Glenda Hansford said: “Menswear is a standout category for us, delivering strong growth as more customers turn to George for style and quality.

“Our focus is on continuing to elevate the offer, through improved fits, more considered design, and a better overall shopping experience both in-store and online.

“As we invest further in the category, we see a significant opportunity to grow our share of the menswear market and attract new customers to the brand.”