The George label sub-brand, currently at concept stage, will comprise a baby range and a four- to 10-year-old boys' line. It will complement the stores' exclusive girlswear collection from teen celebrity twins Mary-Kate and Ashley Olsen.
The move follows initiatives by a number of retailers to focus on childrenswear, including Boots' introduction of an OshKosh B'Gosh range and an extension of its deal with Adams. Mothercare is also preparing an assault later this year with a campaign created by St Luke's.
Strengthening its childrenswear offer is vital for Asda as it attempts to retain its 'Britain's favourite clothing retailer' crown. Figures released by TNS FashionTrak last month revealed that the George label had overtaken Marks & Spencer in terms of sales volume. Asda has since run a press campaign highlighting the fact, featuring the new 'George No. 1' logo. The activity has also been implemented at point of sale.
A spokeswoman for M&S said the claim was misleading, as it remained the clear leader in the clothing market by sales value. However, M&S is not going to make a formal complaint.
George's latest TV campaign, promoting its autumn/winter collection, will break later this month. The ads were created by Publicis.
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