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Drapers Top 100 2017 – 48. Nick Jones, managing director, Asda's George

nick jones george asda

Walmart-owned Asda does not provide a breakdown of sales for George, but the brand is understood to have benefited from consumers’ growing appetite for value and increasing acceptance of supermarkets as fashion retailers.

To build on this positive momentum, Nick Jones has continued to expand George’s offer, enabling it to better compete with rivals such as Tesco’s F&F and Sainsbury’s Tu. This move has included a new “mini-me” range of dresses launched in November, so mums and daughters can wear matching outfits, and a new range of nightwear designed in collaboration with charity Breast Cancer Care, aimed at women undergoing treatment for or recovering from breast cancer.

In response to tough market conditions Asda also reduced its payment terms for small suppliers, including clothing suppliers for George, to 14 days in June.

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