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.
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By GlobalData“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.”
