George brings bridal-inspired lingerie to the masses

LONDON — Walmart's U.K. subsidiary Asda is making it easier for brides to feel special on their wedding day by launching a new bridal lingerie line at its George stores. 

The retailer has a launched a four-piece "bridal inspired" collection that ranges from 11.50 to 16 GPB. According to Asda this is 1,639% cheaper than the most expensive alternative. 

George brand director, Fiona Lambert said: "Brides-to-be want to look and feel their best on the big day, but don't always want to spend a fortune and add to the cost of the wedding. We wanted to show that you can design a beautiful set of underwear in a luxurious fabric at a great price with our new bridal-inspired lingerie. Plus, the savings made by purchasing a lingerie set by George could buy an extra night on honeymoon."