Asda Aims to Dethrone Primark as UKs Largest Clothing Retailer

In an ambitious move that could reshape Britain’s retail landscape, Asda has unveiled plans to overtake Primark as the country’s largest clothing retailer. The supermarket giant’s chairman, Allan Leighton, is strategically positioning the George clothing brand at the forefront of a comprehensive corporate turnaround strategy.

The transformation includes plans to renovate up to 100 stores, significantly enhancing George’s retail presence. Despite Asda’s declining market share in groceries, George has emerged as a beacon of success, consistently delivering strong sales growth and helping to alleviate financial pressures across the business.

George’s managing director, Liz Evans, who joined from FatFace in 2022, has set her sights on surpassing both Next and Primark in sales volume. The brand already leads the children’s clothing sector, and Evans believes this success can be replicated across all categories. The timing appears opportune, as Primark recently reported its first sales decline since the pandemic in late 2024.

The strategic push comes amid Asda’s broader recovery efforts following a challenging period under former chief Mohsin Issa. The supermarket chain reported a £600 million loss last year, primarily due to escalating debt costs. However, George’s performance remains robust, with sales growing by 3.5 per cent in the first quarter of 2025.

To combat rising retail theft, George is implementing innovative security measures, including Radio Frequency Identification stickers in select stores. The technology, currently being tested in Corby and Coventry, aims to reduce the approximately 400 items stolen weekly from each location.

The opening of George’s first standalone store in Leeds marks a significant milestone in the brand’s expansion strategy, with Leighton suggesting the potential for up to 100 similar outlets. This bold move signals Asda’s commitment to establishing George as a dominant force in British retail fashion.