Azadea to manage George

Azadea Group gets franchise for British retailer’s budget fashion brand

Azadea Holding Group signed on January 25 a franchise agreement with the Walmart-owned British retail group, Asda.

According to a news release, Azadea will manage Asda’s fashion brand, George, across the Middle East.

Lebanese retail and fashion company, Azadea Group manages a portfolio of 30 franchise-based retail outlets across the MENA region and Romania. It operates clothing, accessories, food and beverage, home furnishings, and multimedia stores. Brands managed by the group include Zara, Massimo Dutti, and Virgin Megastores.

“We are certain that the new George stores will bring our customers a wide range of affordable and fashionable product offerings,” said Said G. Daher, Chief Executive Officer of Azadea Group.

Azadea Group was founded in 1978 by Wassim Daher, currently its Chairman. The group has around 400 stores spread across 13 countries and over 7,300 employees.