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Asda Launches Private Label Jewelry Line

LONDON - Leading U.K. supermarket chain Asda, a division of Wal-Mart, is extending its George brand to jewelry. The new 360-SKU range of George Jewelry, which was been co-created by Asda's jewelry and George teams, will make up 40 percent of the company's total jewelry offering, Asda has announced.

Prices for the collection range from just 97 pence for basic earrings to 9.97 pounds for glamorous chokers. A core offering will be available, with stores receiving new items every three weeks. The line will focus on accessories for women and children.

The new autumn/winter collection will be available in 165 stores, Asda announced. By the end of the year, George Jewelry will be available over jewelry counters and on self select units in 257 stores.

David Miles, Asda director of specialty, said in a statement: "For many years customers have loved up-to-the-minute fashion at everyday low prices from George. Now we've brought this fashion and price focus to George Jewelry, allowing customers to change their jewelry to match their look."

The George clothing line has been a huge success for Asda, and the brand is now sold in Wal-Mart stores throughout the world.
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