George at Asda has officially opened its first ever standalone store at Crown Point Retail Park in Leeds, with Spice Girl and proud Leeds native Mel B on hand to cut the ribbon.
The Saturday launch was packed with music, giveaways, and celebrations as the retailer introduced its new concept store, which is being trialled as a replacement for Asda Living locations across the UK.
Shoppers were treated to a lively day of entertainment, including a brass band, live performances and a cyclone challenge offering the chance to win thousands of pounds in George vouchers.
To mark the opening, Asda donated £2,000 to Leeds Women’s Aid, where Mel B is a long-time patron, along with £1,000 worth of homeware to support women and families in need.
“I’m really pleased to partner with George at Asda,” Mel B said. “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.”
Inside the store, customers explored updated and expanded ranges across George clothing, homeware and general merchandise. The Spring/Summer 2025 collection features styles for all ages, fronted by supermodel Yasmin Le Bon and includes standout pieces from collaborations with Erica Davies, Billie Faiers and Stacey Solomon.
Sales on the day doubled compared to a typical Saturday, with customers sharing their excitement. “It’s like John Lewis and Next but at Asda prices,” said one. Others praised the quicker self-checkout options and the look of the store.
Liz Evans, Chief Commercial Officer for George, said: “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.”
The store also features Asda’s latest ‘Kitchen’ café concept, serving a new menu including fresh pizzas. To celebrate Asda’s 60th birthday, kids can eat for just 60p throughout May.
New self-serve tills and a smoother Click & Collect service round off the refreshed shopping experience.
George at Asda Leeds is open Monday to Friday from 9am to 8pm, Saturday from 9am to 7pm and Sunday from 11am to 5pm.
