Asda is plotting to overtake Primark as Britain's biggest clothing retailer by volume, as the supermarket chain doubles down on its George fashion brand to spearhead a broader company revival.

Chairman Allan Leighton is betting that George can drive Asda's turnaround, with plans to transform up to 100 stores to give the clothing brand greater prominence. The ambitious strategy comes as George continues to outperform the struggling supermarket's other divisions.

George posted a 3.5 per cent rise in sales during the first quarter of 2025, making it a rare bright spot for Asda, which swung to a £600 million loss last year after soaring debt costs. Overall sales at the supermarket declined by 3.1 per cent in the first quarter.

Liz Evans, managing director of George, said the long-term goal was to propel the brand beyond Primark to become the largest seller of clothes by volume in the UK. George currently sits in third place behind Next and Primark.

"That's the long-term goal," she said. "We're number one on volume when it comes to kids, but why can't it be possible overall?"

The ambition comes as Primark faces its own challenges, having suffered its first fall in sales since the pandemic at the end of 2024. Associated British Foods, which owns Primark, warned of "continued consumer caution in the UK" earlier this year.

Evans, who joined Asda from FatFace in 2022, said there was renewed "clarity, belief and teamwork" at the company since Leighton's return as chairman last year. His appointment followed the turbulent tenure of former chief executive officer Mohsin Issa between 2021 and 2024, a period marked by cost-cutting and staff discontent.

"What feels different now is that we're getting back to understanding our customers," Evans said. "We started with Asda price and then we had a relentless focus on fixing availability. We have made staggering progress, but there is still a lot to do."

She added: "We've invested back into hours and the stores, and you can feel it. Allan has referenced the turnaround as Everest, and he's right. We're at the start of the recovery."

Evans acknowledged that whilst George "wasn't a broken business" when she arrived, it had not been as strong in recent years in adult clothing, particularly women's wear. "But if I look at what we're delivering now, then imagine what we can do when we really get the momentum behind the Asda brand," she said.

George's recent success has led to the opening of its first standalone store in Leeds, with Leighton suggesting there could be potential for up to 100 dedicated locations across the UK.

The retailer is also tackling the persistent problem of shoplifting, which Evans said remains "really prevalent" at Asda stores. The company is trialling Radio Frequency Identification stickers on clothing items, which alert security when garments leave stores without being scanned. The technology is being tested in Corby, Northamptonshire, and Coventry, where around 400 George clothing items are stolen each week.

"The problem is not going away," Evans said, adding that having more staff on shop floors was also helping as their presence serves as a deterrent.

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