Asda has reported a strong opening weekend at its new standalone George store in Peterborough, with hundreds of shoppers visiting the site to explore its latest fashion and home ranges.
The store, located at Brotherhood Shopping Park, opened on Thursday 12 March and forms part of the retailer’s wider strategy to transition its Asda Living portfolio into standalone George destinations, led by Asda.
New Store Format
The new format brings together George fashion and George Home under one roof, presented in a layout intended to simplify the shopping journey while showcasing a broader product range.
Current ranges include the Yasmin Le Bon and Amber Le Bon denim campaign, alongside seasonal updates across womenswear, menswear, childrenswear and home. Stacey Solomon’s upcoming George Home Easter collection is also expected to arrive in store in the coming weeks.
Customer Experience
Operationally, the store includes self-scan checkouts and a click-and-collect service, aimed at supporting a more streamlined customer experience.
The Peterborough opening follows earlier launches in Leeds and Hull, where the first standalone George stores opened in 2025.
“The opening weekend in Peterborough has been a real success and shows the strong appetite for George as a destination brand, with early results already delivering a 50 per cent sales uplift year on year. “Dedicated George destinations allow us to showcase the full breadth of our fashion and home ranges in more inspiring spaces for customers.”
Liz Evans, Managing Director, George
The Peterborough store is open Monday to Saturday from 9am to 8pm and Sunday from 10.30am to 4.30pm.
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