George at Asda launches partnership with online fashion retailer In The Style

George at Asda has announced a partnership with online fashion retailer In The Style to be sold online and across 100 stores from Monday 14th June.

The collaboration, which features a range of dresses, blouses and t-shirts, is part of George’s wider investment plan to grow the online proposition and aim to attract younger shoppers by launching a series of third-party brands in-store and online. This will be followed by a collection from Missguided in June before ranges from Lee and Wrangler roll out in the summer.

Zoe Matthews, Vice-President of George product, 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.”