Walmart redesigns 300+ stores to welcome restyled George

Transformation marks one of the biggest expansions of an apparel brand in Canadian history

TORONTO, Aug. 31 /CNW/ - Style-conscious shoppers won't have to sacrifice value to stock their closets with this season's latest trends following today's announcement that Walmart Canada has expanded its exclusive George brand. The arrival of the newly consolidated George line means the whole family can take dependable style and on-trend fashion home without breaking the bank.

As part of the George brand's multi-million dollar expansion, the retailer has retired a number of Walmart Canada private label brands (i.e., B.U.M., Penman's and 725), to create one umbrella brand.

"Our customers told us they wanted a simplified shopping experience," said Lesya McQueen, senior vice president of apparel at Walmart Canada. "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."

Walmart Canada has retro-fitted 319 stores across the country to give shoppers an exclusive "store-within-a-store" experience, making this initiative one of the biggest expansions of an apparel brand in Canadian history. Shoppers will see clearly marked signage and hardware, new fixtures, and branded packaging and hand tags, which together contribute to the line's new look and feel.

The George line, styled right for the whole family, is divided into seven categories to meet everyone's needs:

    
    -   George Baby, offering parents quality baby clothes for infants 0-24
        months
    -   George Kids, providing fashionable clothes for children
    -   G21, designed for teens and young adults
    -   George, the largest segment, catering to ladies' and men's fashions
        for contemporary consumers
    -   George Classics, for mature adults who enjoy a relaxed style
    -   George Plus, affordable fashion for full-figured women
    -   George Maternity, which lets expecting moms dress on-trend at great
        prices
    

The new line is also capable of making a maximum wardrobe impact with minimum spend because it offers more than just basics. George offers Canadians the latest skinny jeans, hottest plaids, stylish stripes, elegant stilettos and patterned ballerina flats to complement the classics they already have at home.

The commitment to bring affordable fashion to Canada is also being embraced by a new group of staff: Walmart has brought all of its George-brand fashion design in-house and has doubled the number of associates dedicated to product development. The retailer plans to grow its apparel business by continuing to invest in and expand the George brand, now integrating business pieces into its casual foundation. The result is a line of clothes and accessories that has undergone a complete makeover, and that showcases a redesigned look that's in step with current fashion trends.

"When Canadians shop at Walmart they expect to find the brands they trust at unbeatable prices," continued McQueen. "The new George line delivers our customers convenience in addition to quality, comfort, winning style and the satisfaction of looking good at a great price."

About Walmart Canada Corp.

Walmart Canada operates a growing network of 319 outlets nationwide, serving more than one million Canadians daily. With 85,000 associates, the company is Canada's third-largest employer. In one stop, Walmart Canada offers consumers a pharmacy, a grocery store, electronics, home and recreational goods, a photo centre, and George brand clothing and accessories for the entire family. To browse through the complete George collection, please visit www.fashionbygeorge.ca.

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For further information: Zoey Fiksel, APEX Public Relations Inc., [phone] ext. 279, [phone] (Cell), [email protected]