The redevelopment of the Brotherhood Shopping Park site is part of a wider strategy to convert its Asda Living outlets across the UK into George-branded locations.
Asda’s decision follows strong performance and positive customer response from standalone George stores in Leeds and Hull, both of which opened in 2025.
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The company plans to build on these results by accelerating the transition of its existing Asda Living portfolio to create dedicated George destinations focused on clothing and home ranges.
The refurbished Peterborough store will introduce a new layout designed to facilitate easier shopping and provide access to expanded product selections.
In addition to the clothing range for womenswear, menswear, and childrenswear, customers will have access to a wider selection of homeware and lifestyle products.
The store will also feature newly launched collections such as the Yasmin Le Bon and Amber Le Bon spring denim line, together with Stacey Solomon’s exclusive George Home Easter range.
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By GlobalDataImprovements at the Peterborough location will include self-service checkouts for faster payments and an updated click-and-collect system. These changes aim to streamline in-store processes for shoppers.
George managing director Liz Evans said: “Peterborough marks a key milestone in our roll-out of stand-alone George stores across the UK. The success of our first concept stores shows the huge potential to make George a destination brand in its own right.
“This new format lets us showcase a bigger, more inspiring range in a modern, easy-to-shop environment, and Peterborough, with its loyal customers and strong demand, was the natural choice for this next phase.”
