Home / Knowledge / News / Apparel/Garments / George at Asda launches Asian traditional line
George at Asda launches Asian traditional line
Sep '09
George at Asda launches an Asian clothing range – a first for both supermarkets and the high street. The launch is in response to huge demand from Asda customers for authentic cultural clothing at affordable prices.

The 13 piece collection includes sequin and embellished Salwaar Kameez (traditional suits), Khurtas (tunics), Dapata (scarves) and Churidar (slim leg trousers). The collection has been designed in conjunction with a team in India and is made with authentic Indian material.

The collection was designed with significant input from a panel of Asda customers, and although not aimed solely at Asian shoppers, the styles are suitable for all cultures. Asda is expecting to see a high demand for the collection from customers in anticipation of the Eid Islamic holiday.

“We are extremely proud to be launching the UK's first mainstream range of traditional Asian clothing.” states Fiona Lambert, Brand Director at George. “We have the broadest socio demographic group of all the supermarkets and we wanted to offer affordable clothing suitable for all our customers.

“Our ethnic food ranges in Asda have seen a 46% year on year increase during Ramadan and we're expecting huge demand in the build up to Eid and Diwali celebrations.”

Asda's parent company Wal-Mart, launched a Bollywood inspired collection in Canada earlier this year with an unprecedented positive response from its customers.

“We were blown away by the attention brought on by the launch of our range of South Asian influenced clothing – from industry watchers, to media, to our ethnic customers. Strong sales aside, the buzz and goodwill that continues to surround the line has been absolutely remarkable.” said Wal-Mart Canada Corporate Affairs Director, Kevin Groh.

Groh continues “We believe efforts like the introduction of traditional ethnic wear is part of the reason Walmart has just been voted the top department store of the year by ethnic communities in the Greater Toronto Area – Canada's most multi-cultural region.”

The range is set to ensure that occasion wear for religious festivals such as Eid and Diwali are catered for, particularly in light of Asda's growing ethnic customer and colleague base. Recent years have seen a steady increase in sales of the ethnic foods range, particularly around the Asian festivals – with a year on year sales increase of 46%.

A preview into the Asian range has achieved positive responses from both the consultant Asda customers and industry insiders alike.

Asian Woman Editor, J Wimal comments, “It is exciting to see a well known high street retailer embracing ethnic cultures, and offering good quality authentic outfits at affordable prices. This definitely marks a turning point for ethnic clothing on the high street.”

George at Asda

Must ReadView All

Apparel/Garments | On 26th Oct 2016

SGS develops 4C chemical management model for apparel

SGS, a leading inspection, auditing, certification, testing, and...

Textiles | On 26th Oct 2016

Platinum Equity acquires International Textile Group

International Textile Group (ITG) has been acquired by Platinum...

Textiles | On 26th Oct 2016

Whitehouse & URI Business Centre start RI textile network

Senator Sheldon Whitehouse and the University of Rhode Island...

Interviews View All

Rashi Menda

Every fifth sale we make on Zapyle is a repeat purchase

Dharmendra Shah
Ozone PB Spintex Limited

‘We have made huge investments to ensure quality yarn production.’

Smita Murarka

‘There is huge demand in the Indian lingerie market for non-wired styles.’

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Eric Scholler

The Indian market has huge potential in technical textiles, and by far,...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Sonam & Paras Modi

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Advanced Search