Asda George

April 30, 2012 13:31 ET

"Operation Waterproof"

- Waterproofing operation launches in store and online to help customers through the wet weather

- George at Asda works with suppliers to bring in warm and waterproof clothing to meet customer demand

- Asda stocks shelves with over 50,000 pairs of wellies and 100,000 jumpers as downpours are expected to continue well into May

- Sales of umbrellas and ponchos up 1,615% and frizz fighting hair care up an average of 46%

LONDON, UNITED KINGDOM--(Marketwire - April 30, 2012) - As unexpected wet weather sweeps the nation, George at Asda this week is launching 'Operation Waterproof' in over 380 stores across the country and online in a bid to help the nation stay warm and dry.

George is working closely with suppliers to bring in a range of warm women's coats and waterproof clothing to make sure customers shopping for their spring summer clothing can also buy something to keep them cosy and dry. Bumping up volumes of waterproof clothing and footwear nationwide, George is filling the shelves with over 50,000 pairs of wellies, 100,000 jumpers and over 30,000 pac-a-macs to feed demand and help customers with the unexpected rainy conditions they are facing this week and that are forecast into May.

Asda has already seen a sales uplift of 1,615% on umbrellas and ponchos this week since the wet weather arrived and expects customers to splash out this weekend on wet weather essentials as the rain continues to pour. Wellies have proved the footwear favourite with sales up a massive 902% since this time last year.

A time of year when we should be typically turning to our summer wardrobes to step out in style, this spring, shoppers need waterproofs, knitwear and hoodies instead. The men across the nation appear to be feeling the coldest as George reports men's jumper sales are up 95% YOY and women's sales of sweats, knitwear and jersey is up 61% YOY as the nation stays warm and cosy both indoors and out.

The wet weather is also hampering our beauty routines with Asda seeing an average sales uplift of 46% across the Andrew Barton 'Frizz Tamer' hair care range year on year, as women strive to maintain their glossy locks despite the dreary downpours.

A George spokesperson said: "The weather is so unpredictable at the moment; people don't know whether to buy sandals, sweaters or umbrellas. We want to help make our customer's lives as easy as possible throughout the changeable weather so we have made sure that we have plenty of waterproof and warm clothing available alongside our usual spring/summer collections for the entire family for the predicted wet weeks ahead."

All George at Asda clothing mentioned is available in store and online at today.

All general merchandise and beauty products mentioned are available in Asda stores and online at Asda.

Notes to Editors

About Asda Stores Ltd.

Founded in the 1960s, Asda today is one of Britain's leading retailers. It has over 180,000 dedicated Asda colleagues serving customers from 542 stores, including 32 Supercentres, 309 Superstores, 27 Asda Living stores, 174 Supermarkets, 25 depots and seven recycling centres across the UK. It has its main home office in Leeds, Yorkshire and its George clothing division based in Lutterworth, Leicestershire. Asda serves over 18 million shoppers a week in store and its growing home shopping business at serves 98 per cent of UK homes. Asda joined Walmart, the world's number one retailer, in 1999.

About Chosen By You

Chosen by you is an unprecedented re-launch of Asda's entire mid-tier own brand range, consisting of over 7,000 products. The launch follows an intense period of quality benchmarking and independent customer taste testing, which means Asda customers are given the very best in terms of quality and value. Every single one of the products has been tested by real customers - who shop at a variety of supermarkets - up and down the country at 836 locations and only those that get a big thumbs up make it into the range. Asda have already conducted more than 450,000 blind taste tests involving over 75,000 customers, making this the biggest piece of product testing ever done by a supermarket.

About Asda's Price Guarantee

Asda's Price Guarantee (APG), launched in 2011, gives customers the reassurance that a basket of groceries will always be 10 per cent better value than competitors, otherwise Asda will refund the difference. Powered by, the APG is the only independent, transparent online grocery price-checker in the world.

Contact Information

  • For further information, images and samples,
    please contact the Asda Press Office:
    Becky Briggs
    020 3003 6302