Asda considers new George home brand

Kasmira Jefford
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BRITAIN’S second largest retailer Asda is considering launching homeware under the George brand.

The Walmart--owned group has applied for the trademark George.home according to filings published last week on the Intellectual Property Office website.

A spokesperson for Asda refused to confirm whether it was planning to launch a new homeware brand and said: “We register logos, trademarks and domains all the time.”

Asda currently sells a range of homeware products but only sells clothing under the George brand.

Planet Retail analyst Stephen Springham said Asda’s homeware side was “understated” and a rethink of its general merchandise division made sense in light of actions being taken by other retailers such as Tesco to boost sales at bricks and mortar stores.