Retail giant Walmart Canada is expanding the reach of its George private label clothing range, part of a multi-million dollar investment in the brand.

The retailer is creating one umbrella brand under the George banner, discontinuing a number of other private labels including BUM, Penman’s and 725.

More than 300 Walmart Canada stores have been retro-fitted with George signage and branding, giving what the company calls a “store within a store” feel.

In addition, the retailer has brought all George-branded fashion design in-house and has doubled the number of employees working on product development.

“Our customers told us they wanted a simplified shopping experience,” said Lesya McQueen, senior vice president of apparel at Walmart Canada.

“We responded by streamlining our brand offering so that our customers can easily find not only the basics we are famous for, but also on-trend fashions that deliver dependable quality at unbeatable prices.”