Asda has named Lincoln as the next location for its standalone George concept, as the retailer continues to convert Asda Living stores into dedicated fashion and home destinations.
Asda has confirmed Lincoln as the next location to be converted into its standalone George format, as the retailer continues the planned rebrand of 10 Asda Living stores across the UK this year.
Located at Valentine Retail Park, the Lincoln site will become the fourth standalone George store and the second to launch in 2026. The move follows earlier concept stores introduced by Asda that have delivered strong customer response.
George Peterborough
Store Design And Layout
The redesigned store will introduce a refreshed layout intended to improve navigation and accessibility across George’s fashion and home ranges. The concept centres on clearer zoning and curated product displays, including bedroom furnishings, homeware tables, and an expanded lingerie and apparel offer.
The Lincoln store will also see increased space allocated to womenswear, menswear and childrenswear, alongside a strengthened George Home proposition. Seasonal collections will form part of the offer, including Stacey Solomon’s summer George Home range.
George Peterborough
Expanding Non-Food Strategy
The updated format reflects Asda’s wider investment in non-food categories, with the aim of creating more accessible and engaging retail environments. A combined character and toy shop will also be incorporated, designed to streamline the shopping experience for families.
Operational updates include the introduction of self-scan checkouts and a simplified click and collect service, intended to improve convenience and transaction speed.
Roll-Out Programme
The Lincoln project forms part of Asda’s broader strategy to transition its Asda Living estate into the George format, with further store conversions planned throughout the year.
“Lincoln is an exciting next step in our roll-out of stand-alone George stores. This transformation allows us to expand our clothing and home ranges and create a true destination for our customers. The store will have a fresh, contemporary feel offering customers an inspiring, easy-to-shop space that truly showcases the best of George.”
Liz Evans, Managing Director, George
The store is scheduled to close on Saturday 2 May to enable the refurbishment, with a reopening date yet to be confirmed.
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