Asda has agreed terms with two franchise partners to explore opportunities for its George clothing brand in the Middle East and the Channel Islands.

The Wal-Mart-owned retailer today (25 January) said it will work with the Azadea Group, based in Beirut, Lebanon to open franchise stores in the Middle East. It has also entered an agreement with SandpiperCl, based in the Channel Islands, which will be responsible for opening George franchises in both Jersey and Guernsey.

A team has been set up at George's headquarters in Lutterworth to establish, build and manage the franchise stores and develop these franchise partnerships.

Asda said the team will ensure it has commitments from all of its franchise partners to ensure the brand is "sold and merchandised based around its core values of style, quality and value".

"We are working with two of the world's most respected franchise businesses to establish the new George stores. Our international team will benefit from the vast franchise experience both companies have from the successful partnerships they operate with many other apparel brands," said George executive managing director Andrew Moore.

"Customers globally, not just in the UK, are looking for the highest quality at the most affordable prices and that's exactly what we will be offering customer across the Middle East and Channel Islands later this year."