Asda trials George concept store to replace Asda Living portfolio

Asda is set to open its first standalone George store next week as it looks to replace its Asda Living brand portfolio across the UK.

The supermarket chain will convert its homewares store in Crown Point Retail Park in Leeds to test the new format, which will be rolled out to further locations if successful.

The retailer said the George concept store, which will reopen on 10 May, will be “completely transformed with a new layout to showcase the best of George clothing and homeware, plus toys, essential baby items and café area”.

Asda added that shoppers can expect a “bigger and better George clothing range” across men’s, women’s and childrenswear in store, as well as its collection of interior and garden homewares including its At Home with Stacey Solomon range.

The retailer will upgrade the payment options in store with new checkouts and self-serve options, alongside its click and collect services.

The new George store will also feature the retailer’s ‘Kitchen’ concept eatery that sells hot and cold food.

Asda chief commercial officer of George and retail stores Liz Evans said the Asda Living concept stores have been “incredibly successful”, but that the business was “committed to delivering exceptional choice and an experience that continues to meet—and exceed—the needs of today’s shopper”.

“This latest transformation is all about making shopping easier and more inspiring with the George brand at its heart,” she said.

“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.”

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