Asda launches George-brand eyewear line

Asda is launching its own eyewear collection under the George brand, to sell through its chain of in-store opticians.

The 72-piece collection will be divided into George Eyewear, priced at &£68 for frames and single-vision lenses, and the premium George Collection, priced at &£88 for a similar but higher-quality package. They will be stocked in Asda’s 67 opticians alongside brands such as FCUK and Armani from the end of this month.

David Miles, head of speciality products at Asda, says: “The George Eyewear range allows people to experiment with different trends, looks and styles without breaking the bank. For the price of a pair of top designer frames you can get up to three different looks from the George Eyewear Collection.”

Asda opticians offer eye tests for &£10, 7 days a week at its stores.

The extension of the George brand into eyewear comes partway through a trial of George standalone stores, first unveiled in Marketing Week (MW June 12, 2003).

It also follows the appointment of James Condon as head of marketing for the George brand (MW September 4, 2003).

George Davis, who created Next, helped launch George at Asda before going on to develop Per Una for Marks & Spencer.

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