London: George at Asda is debuting its first bridesmaid collection on 8 March, featuring versatile dresses priced from £24. The launch reflects growth in its clothing line, which has outperformed market trends, alongside the recent introduction of a new activewear range.

George at Asda is set to launch its inaugural bridesmaid collection next month, aiming to provide an “affordable alternative” to traditional wedding outfits. The collection is scheduled to debut on the George at Asda website on 8 March and features a selection of four distinct dress styles, which include options with chiffon sleeves, halter neck designs, and two versatile multiway options.

The dresses will be available in a palette of navy, pale pink, and sage, catering to a range of sizes from 8 to 24. This pricing structure marks a competitive entry into the market, with dresses ranging from £24 for halter neck styles to £32 for multiway options, making wedding attire more accessible for bridesmaids and their families.

The launch of the bridesmaid collection coincides with Asda’s recent expansion into activewear. Last month, the retailer unveiled its new activewear line, Gym Locker, in 50 stores after a successful online trial last autumn. This activewear collection is described by the retailer as “an affordable answer to high quality, contemporary athleisure” for both men and women, featuring garments in colours such as cream, mauve, and muted grey, designed to be versatile enough for both gym use and everyday wear.

In a recent report, George at Asda highlighted “soaring growth” in both online and in-store fashion sales over the last six months. Asda noted that its clothing brand is “significantly outperforming the market,” which solidifies its position as one of the UK’s largest and most successful fashion retailers. This trajectory suggests a responsive approach to consumer demands and market trends within the fast-evolving fashion sector.

Source: Noah Wire Services