Retailer plans bold new chapter for its George brand with standalone format
Asda has announced the launch of a new George concept store in Leeds, marking a major shift in how it delivers non-food shopping. The trial store, set to open on Saturday 10 May at Crown Point Retail Park, will take the place of the former Asda Living store and could signal the future of George across the UK.
This pilot is more than just a rebrand. The store will offer a refreshed layout and a wider range of George clothing, homeware, toys and baby essentials. A new café under the Asda Kitchen name will also feature hot and cold menu options, including fresh pizza.
The Leeds store will be the first to showcase George’s Spring/Summer 2025 collection. Leading the range is model Yasmin Le Bon, joined by high-profile collaborations such as Erica Davies’ new kidswear line and Billie Faiers’ latest collection. On the home front, the new At Home with Stacey Solomon range will bring seasonal style to interiors and gardens.
To improve the shopping experience, Asda is introducing quicker checkouts, self-serve options and an upgraded Click & Collect service. The aim is to make it easier for customers to shop the best of George under one roof.
Liz Evans, Asda’s Chief Commercial Officer for George and Retail Stores, said the move reflects changing shopping habits. “The George brand is deeply woven into our heritage and our customers have a strong connection with it,” she said. “This transformation is all about making shopping easier and more inspiring with the George brand at its heart.”
George was first launched in 1989, becoming the UK’s first supermarket clothing label. It quickly grew to become a key part of Asda’s offer, expanding into homeware and general merchandise with the first Asda Living store in 2004. Today, George has a presence in over 560 Asda stores, and George.com attracts around 260 million visits each year.
If the new concept proves successful, Asda plans to roll out the format to replace its existing Asda Living stores nationwide.
