Asda has confirmed that Maidstone will become the latest location for its stand-alone George format, with the converted store set to be the first of the concept in Southern England.
The store, at Saint Peter’s Wharf Retail Park, will become the fifth stand-alone George location in the UK and the third to open in 2026, as Asda continues the transformation of its Asda Living portfolio.
Expanded Fashion And Home Offer
The Maidstone store will offer expanded womenswear, menswear and childrenswear collections, alongside an enlarged George Home offer covering bedding, bath and dining. Seasonal ranges will include Yasmin Le Bon’s new summer edit, as well as products for indoor and outdoor living.
Changes to the store format will include a dedicated character shop, upgraded fitting rooms, new self-service tills and an updated parcel collection service.
Opening Arrangements
The store will close from Monday 1 June before reopening at 9am on Thursday 11 June. To mark the reopening, the first 500 customers spending £5 or more in store from 9am on launch day will receive a golden ticket, offering the chance to win between £5 and £500 to spend in store.
An opening weekend event will also take place from 10am on Saturday 13 June, including a cyclone challenge offering customers the opportunity to win George gift vouchers.
“We’ve been incredibly encouraged by the response to our stand-alone George stores so far, with customers really embracing the new format and expanded offer. Maidstone is another important milestone in the evolution of the George brand giving customers even more choice across fashion and home and creating a more enjoyable and more convenient shopping experience.”
Liz Evans, Managing Director, George
The Maidstone opening forms part of Asda’s continuing conversion of selected Asda Living stores into dedicated George fashion and home locations.
