George at Asda launches collaboration with Netflix. Credit: © Asda.

British retailer George at Asda has partnered with US-based streaming service Netflix to sell fashion and lifestyle products for families.

The partnership is part of George’s strategy to expand its licensed product offering in response to growing popularity with customers.

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George will launch a number of exclusive Netflix ranges both in-store and online throughout the year.

As part of the collaboration, 12 George at Asda stores will offer a wide range of clothing and general merchandise products, while another 38 stores will sell Netflix-themed clothing and accessories.

The collection available includes branded footwear, accessories, stationery, mugs and board games based on several Netflix original series, including Squid Game, Stranger Things, Money Heist, Emily in Paris and Cobra Kai.

These items will also be available online at George.com.

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In addition, the stores will sell products from series such as Friends and Big Bang Theory, which remain popular on Netflix.

George and Netflix will also provide branded changing rooms, dedicated product areas and access to the full range of 48 licensed products at Asda’s store in Milton Keynes, UK.

George senior buying manager Scott Macrae said: “We are extremely excited to have launched our partnership with Netflix.

“We know that George is an important destination for customers looking to buy licensed products and Netflix has a broad range of properties that appeal to all the family.

“We feel this collaboration a great fit for George, which allows us to continue to bring a range of products that is relevant and for all the family to enjoy.”

Last month, Asda launched a one-hour personal grocery shopper service in the UK with same-day grocery delivery provider buymie.

As part of the partnership, Asda’s full online range of products will be available on buymie’s platform for customers in Leeds and Bristol.