Supermarket Asda is set to introduce a new George stand-alone concept store that, if successful, will replace its Asda Living brand portfolio across the UK.
The pilot project is taking place in Asda’s home city of Leeds. The store will be completely transformed with a new layout designed to showcase the best of George clothing and homeware, plus toys, essential baby items and café area.
The customer experience is also set to get a major upgrade, with faster, easier shopping thanks to streamlined checkouts, new self-serve options, and Click & Collect. Shoppers can also refuel at Asda’s latest ‘Kitchen’ concept eatery, featuring an upgraded menu of hot and cold favourites—including a new fresh pizza offering.
Asda, chief commercial officer George and retail stores, Liz Evans, said: “Our Asda Living stores have been incredibly successful in showcasing the best of our non-food offering conveniently under roof, creating a seamless shopping experience for our customers. As retail habits evolve and customer expectations rise, we remain committed to delivering exceptional choice and an experience that continues to meet—and exceed—the needs of today’s shopper.
“The George brand is deeply woven into our heritage and our customers have a strong connection with it as a trusted name known for delivering both quality and value. This latest transformation is all about making shopping easier and more inspiring with the Geroge brand at its heart.
“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.”
The George brand first originated in 1989, when fashion designer and retail entrepreneur George Davies partnered with Asda to create George. Just a year later, it became the UK’s first-ever supermarket clothing brand.
Now, 35 years since its launch, the brand has a presence in 560 Asda stores throughout the UK and on george.com. The new George concept store will open at 9am on Saturday 10 May.
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