George at Asda has officially launched its first standalone concept store at Crown Point Retail Park in Leeds, marked by a high-profile event on Saturday 10 May, headlined by Spice Girls member and Leeds native, Mel B.
The new retail format represents a shift from the existing Asda Living model. Asda previously confirmed the store as part of a trial that could see other Living stores across the UK rebranded into George-focused spaces. The concept store is dedicated solely to George clothing, home and general merchandise, aiming to provide a refreshed and fashion-oriented customer experience in a contemporary retail setting.
The grand opening was a day-long celebration, featuring live music, entertainment, and a cyclone challenge offering customers the opportunity to win thousands of pounds worth of George vouchers. A local brass band also added to the atmosphere, with the event drawing considerable footfall throughout the day.
In conjunction with the launch, Asda made a financial and practical contribution to a local charity. A £2,000 donation was given to Leeds Women’s Aid, an organisation supported by Mel B in her role as patron of National Women’s Aid. Additionally, £1,000 worth of homeware products were donated to help provide essentials for women and families experiencing hardship.
Speaking at the event, Mel B said: “I’m really pleased to partner with George at Asda. They have made a significant donation to Leeds Women’s Aid Refuge – both financial and practical – and as patron of National Women’s Aid that is so important to me. I’m incredibly proud of my home city and for me it’s all about coming together as a community and I hope this association with George and Asda will continue.”
Inside the store, customers were introduced to a broader range of George products. Expanded sections now showcase collections for men, women, children, and home and garden, with an emphasis on the Spring/Summer 2025 range. Among the highlights is the latest collection fronted by Yasmin Le Bon, as well as new collaborations with Erica Davies and Billie Faiers in the children’s ranges. The Spring/Summer “At Home with Stacey Solomon” line is also prominently featured.
Customer feedback during the launch was largely positive, with reports of doubled sales compared to an average Saturday. Comments included, “The store looks so much better but still cheap as chips!”, “Customers aren’t queuing like they used to. The self-scan is so much quicker and easier to manage,” and “It’s like John Lewis & Next but at Asda prices.”
George Chief Commercial Officer – Non-food and Retail, Liz Evans, stated: “This new concept store represents an exciting step forward for the George brand and we’re incredibly proud to launch it in Leeds first, the home of Asda. We’re confident customers will love the expanded collections, inspiring collaborations, and convenient shopping experience the store offers. We were also thrilled to welcome Mel B, a true Leeds icon, to help us celebrate the opening, and equally proud to support Leeds Women’s Aid and the vital work it does to support women and families in the city.”
Nik Peasgood, CEO of Leeds Women’s Aid, added: “Mel B is a wonderful patron of National Women’s Aid and a truly passionate advocate for women and children experiencing domestic abuse. As a proud Leeds lass, she’s been a fantastic supporter of our work, and we’re incredibly grateful to her and to Asda for its amazing generosity.”
In addition to its retail offerings, the new George store features the latest iteration of Asda’s ‘Kitchen’ concept eatery. The updated café menu includes new hot and cold options, such as fresh pizza, and continues the supermarket’s ‘Kids Eat for £1’ promotion, temporarily reduced to 60p throughout May to celebrate Asda’s 60th birthday.
The store has also introduced enhanced customer service features, including streamlined checkouts, updated self-service tills, and a Click & Collect service designed to reduce waiting times and simplify the shopping experience.
