Asda has confirmed that Peterborough will be the next location to unveil its stand-alone George concept store, as the retailer progresses plans to rebrand 10 Asda Living stores across the UK this year.
The store at Brotherhood Shopping Park will be transformed into a dedicated George destination, becoming the first Asda Living site to relaunch under the new format in 2026. The move follows the opening of the first two stand-alone George stores in Leeds and Hull in 2025.
The rebranded Peterborough store will introduce a contemporary layout intended to improve navigation and showcase the brand’s expanded non-food ranges.
Expanded Fashion And Home Offer
The transition reflects Asda’s investment in strengthening its non-food proposition through more focused retail environments. The new format places emphasis on clothing and home, positioning George as a destination in its own right.
Customers will see an expanded clothing offer across womenswear, menswear and childrenswear, alongside a broader George Home assortment spanning interiors and lifestyle categories. The store will also stock the latest fashion launches, including the Yasmin Le Bon and Amber Le Bon spring denim collection and Stacey Solomon’s exclusive George Home Easter range.
Operational changes include streamlined self-scan checkouts and an updated click and collect service designed to simplify transactions and collections.
“Peterborough marks a key milestone in our roll-out of stand-alone George stores across the UK. The success of our first concept stores shows the huge potential to make George a destination brand in its own right. This new format lets us showcase a bigger, more inspiring range in a modern, easy-to-shop environment, and Peterborough, with its loyal customers and strong demand, was the natural choice for this next phase.”
Liz Evans, Managing Director, George
The new George Peterborough store will open at 9am on Thursday 12 March.
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