Asda to launch first of its kind ‘George’ concept store
Asda will be trialling a new standalone concept store for its George clothing and homewares brand.
If successful, it will replace the Asda Living brand portfolio across the UK.
The pilot project will be running from 10 May in the supermarket’s home city of Leeds at the Asda Living store in Crown Point Retail Park.
With a new layout, the shop has been designed to showcase the best of George’s clothing, homeware, toys, essential baby items, and also includes a refreshed café area.
The revamped store will be the first to stock the George Spring/Summer 2025 collection, fronted by model Yasmin Le Bon. In addition, shoppers will get a first look at celebrity collaborations, including the new Erica Davies kids’ collection and Billie Faiers’ latest range.
Meanwhile, the home section will offer shoppers a selection of interior, garden, and lifestyle items, including the new At Home with Stacey Solomon Spring/Summer collection,.
Liz Evans, Asda chief commercial officer for George and retail stores, said: “Our Asda Living stores have been incredibly successful in showcasing the best of our non-food offering conveniently under roof, creating a seamless shopping experience for our customers.
“As retail habits evolve and customer expectations rise, we remain committed to delivering exceptional choice and an experience that continues to meet—and exceed—the needs of today’s shopper.
Subscribe to TRB“Our plans for the new George concept store in Leeds are really exciting and will offer a unique format that truly sets us apart from competitors.
“We believe this new approach along with our focus on value, quality, and standout hero categories will continue to differentiate us in the market and we look forward to hearing what our customers think.”
Launched 35 years ago, George now has a presence in 560 Asda stores throughout the UK and 260 visits per year to the George.com website.
