Supermarket giant Asda’s reinvigorated fashion and lifestyle brand George has capped a strong six-month trading period with “soaring growth” recorded both online and in-store.

The brand said it has significantly outperformed the wider market, with online sales up 13.4% over the 24 weeks to 3 March, outstripping the market’s performance of +2.1% reported by Kantar.

In-store strength saw fashion sales by value rise 5%, compared to 0.7%  across the market, and volume growth was up 1.1%, ahead of a 5.5% decline within the sector as a whole. So it was no wonder George called it a “huge outperformance”.

It cited the success of its exclusive Stacey Solomon range and the online division for the strong gains.

Managing director of George, Liz Evans, said: “As we continue to reinvigorate our retail proposition and build customer-centric destinations, our outperformance to the market demonstrates the growth potential George has.”

She said the demand and growth seen in the last six-month period is “further reflective of the company’s investment into its teams, product and channels, as part of an ongoing brand refresh.”

And the outlook appears strong too. Ahead of launching its major new G21 fashion and footwear collection with Love Island All-Star Sophie Piper, Evans said early sales indications from its spring collections “suggest George will continue to win in womenswear and menswear while maintaining its position as the UK’s third-largest apparel retailer by sales volume.”