Sportswear brand Umbro has teamed up with Asda’s clothing arm George at
Asda to sell its accessories, clothing and footwear, as well as exclusively
designed collection for the supermarket.
Under the initial three-year deal, Umbro’s exclusive collection will be
sold in Asda’s supermarkets and via George.com, while 20 of Asda’s biggest
stores will house dedicated Umbro branded shop-in-shops.
The first drop for the collection will be on May 26, with a second
following on June 2.
The move is a continuation of Asda’s ‘project renewal’ a drive to make
further cuts in everyday prices as well as accelerate improvements to its
biggest branches, and improve its offering in response to customer needs.
George managing director Nick Jones said: “Umbro is the perfect partner
for George. Both brands have longstanding heritages built on innovation,
but we also share the same values, and are passionate about delivering
quality affordable products.”
Michael Scholz, general manager for Umbro UK, added: “The changes to the
UK retail landscape are well-documented, especially in the sports industry,
so this partnership gives us immediate scale with one of Britain’s most
well-loved retailers. The product offering will be tailored to the George
consumer – relevant lifestyle and sport product at affordable prices.”
Asda and Umbro are hoping this partnership will capitalise on the
“anticipated rise” in sportswear this year for children due to the European
Football Championship and the Rio Olympics.
Image: Umbro