(MENAFN) Chief merchandising officer at George, Andrew Moore, said that the budget fashion label from ASDA, the UK arm of US retailer Wal-Mart, has introduced its first store in the Middle East, in the UAE capital, reported Arabian Business.
Moore said that the franchise store is the company's first branch in the region, which comes as part of George's deal with Azadea Group, the Beirut-based retail conglomerate.
He added that the 5,000 sq ft store, which will sell everything from budget bridal dresses to school uniforms, is located in Abu Dhabi's Al Wahda Mall.
At the current time, the George label makes up nearly half of Asda's general merchandise sales.
In 2011, ASDA revealed plans to set up a small number of pilot George stores in the Middle East, to expand its non-food revenues.
It is worth noting that Azadea operates over 300 stores across the region, with its retail portfolio including Mango, Pull and Bear, Maxmara and Stradivarius.
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