Grocery retailer Asda has announced the launch of a trial George stand-alone concept store, intended to replace its existing Asda Living brand portfolio across the United Kingdom if deemed successful.
The pilot initiative is underway in Asda’s home city of Leeds, at the Asda Living store situated in Crown Point Retail Park. This location will undergo a full transformation, adopting a new layout that will highlight the George brand’s clothing and homeware ranges, alongside a selection of toys, baby essentials, and an upgraded café space.
The concept store will introduce an expanded George clothing range, offering a broader selection of styles for men, women, and children. Shoppers will have early access to the George Spring/Summer 2025 collection, fronted by model Yasmin Le Bon. Additionally, the store will feature new celebrity collaborations, such as the Erica Davies kids’ line and Billie Faiers’ latest sunshine-focused collection.
Within the George Home area, customers can explore a curated assortment of interior, garden, and lifestyle products. This includes the brand-new At Home with Stacey Solomon Spring/Summer Collection, showcasing seasonal selections for modern living.
Enhancements to the shopping experience form a key part of the trial, with improvements such as streamlined checkout processes, new self-service options, and a simplified Click & Collect service. Visitors will also be able to enjoy Asda‘s newest ‘Kitchen’ eatery concept, offering a revamped menu featuring hot and cold dishes, including a new fresh pizza range.
Liz Evans, Asda chief commercial officer George and Retail stores, commented on the plans:
“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.
“The George brand is deeply woven into our heritage and our customers have a strong connection with it as a trusted name known for delivering both quality and value. This latest transformation is all about making shopping easier and more inspiring with the George brand at its heart.
“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.”
The George brand first emerged in 1989 following a collaboration between Asda and fashion designer George Davies, establishing George as a supermarket-based clothing label with a distinctive identity. A year after its launch, George became the UK’s first supermarket clothing brand. By 2004, Asda had solidified its position as Britain’s largest clothing retailer and introduced its first Asda Living store in Walsall, diversifying into homeware and general merchandise.
Today, 35 years on, George maintains a presence in 560 Asda locations across the UK and attracts 260 million visits annually to George.com.
The Asda Living store at Crown Point Retail Park has now closed to facilitate the transformation. The new George concept store is scheduled to open its doors to the public at 9am on Saturday, 10th May.
