George 30th Birthday banner

This year George at ASDA turns 30!
To celebrate we’ve put together a timeline of our history – take a look at our highlights and achievements below!


George Davies was asked to produce a range of clothing for Asda. George was created and we became the first supermarket to sell clothing!

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George Davies, founder of George, standing next to a mannequin yellow circle illustration confetti illustration
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Tickled Pink logo


We partnered with Tickled Pink to support breast cancer charities. Over the last 24 years we’ve helped raise over £68 million to fund world-class research, support services and drive regular breast checking behaviour across the UK.

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George team members standing together in matching outfits raising money for Tickled Pink confetti & balloon illustration
BBC Children in Need logo


We began a partnership with BBC Children in Need as we share their vision that every child in the UK should have a safe, happy and secure childhood and the chance to reach their potential.

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We launch and make shopping online possible!

In-store display for George clothing promoting the newly-launched website
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100 Day Satisfaction Guarantee


We introduced the 100 Day Satisfaction Guarantee. This means that if for any reason our customers weren’t satisfied with their purchased item, they can return it within 100 days.

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George Home


We became the first supermarket to launch a premature baby range. Furthermore, we launched the maternity wonderfit jeans and introduced George Home!

Cake with 21st Birthday decorations to celebrate George's 21st anniversary confetti & balloon illustration
Diversity Role Models


We started our work with the Diversity Role Models, helping them with their mission to eliminate homophobic, biphobic and transphobic bullying in UK schools.

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We are donating £100,000 to Diversity Role Models in 2020 confetti & balloon illustration


We turned 30! This year we donated £192,000 to the NHS and we made a commitment that by 2025 all our cotton will be responsibly sourced and all our polyester will have a minimum of 30% recycled content.

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Asda Tickled Pink support the work of Breast Cancer Now, (registered charity in England and Wales 1160558. Registered charity in Scotland SC045584 and Isle of Man 1200) and CoppaFeel (Registered charity in England and Wales 1132366 and Scotland SC045970 & a company limited by guarantee 06974733.).

BBC Children in Need is a registered charity no. 802052 in England and Wales and SC039557 in Scotland.

Diversity Role Models delivers its services in London and the Home Counties, West Midlands, and the North West and North East of England. Registered Charity Number 1142548.

100 day guarantee – If for any reason you are not satisfied with your George Clothing or George Home product, simply return it within 100 days with proof of purchase for an exchange or refund. George branded products only. Excludes watches, jewellery, hair accessories, indoor & outdoor furniture and mattresses.