Asda accelerates plans to rebrand ten Asda Living shops to George
Asda is accelerating plans to rebrand ten Asda Living shops to standalone stores for its George fashion and homewares brand.
The supermarket has announced that Peterborough will be the next location to unveil the new George concept when it opens on 12 March.
Subscribe to TRBThe store at Brotherhood Shopping Park will be transformed into a dedicated George destination, following the strong performance of the first two sites which launched in Leeds and Hull in 2025.
Asda said the new store will offer customers a significantly expanded clothing range across womenswear, menswear and childrenswear, and will include the Yasmin Le Bon and Amber Le Bon spring denim collection. There will also be a wider selection of interiors and lifestyle products, including Stacey Solomon’s Easter range.
Liz Evans, George managing director, said: “Peterborough marks a key milestone in our roll-out of stand-alone George stores across the UK.
“The success of our first concept stores shows the huge potential to make George a destination brand in its own right.
“This new format lets us showcase a bigger, more inspiring range in a modern, easy-to-shop environment, and Peterborough, with its loyal customers and strong demand, was the natural choice for this next phase.”
