This initiative, if met with success, could lead to the rebranding of its Asda Living stores nationwide.
The redesigned store, situated at the Asda Living location within Crown Point Retail Park near Leeds, UK will feature a selection of George apparel for men, women, and children as well as home goods, toys, baby essentials, and a café.
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The Crown Point Retail Park’s Asda Living store temporarily closed on 27 April for rebranding and renovations. The new George concept store is scheduled to open its doors on 10 May.
Asda George and Retail stores chief commercial officer 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 George brand at its heart.”
The store will feature the inaugural spring/summer 2025 collection fronted by model Yasmin Le Bon and complemented by exclusive collaborations such as Erica Davies’ children’s collection and Billie Faiers’ new vacation-inspired range.
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By GlobalDataThe store will also feature home décor products under George Home and will include the fresh At Home with Stacey Solomon Spring/Summer Collection.
Customers will also have access to efficient checkouts, additional self-service options and a Click & Collect process.
Evans explained: “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 was established in 1989 by Asda through a partnership between fashion designer George Davies, making it one of the UK’s leading clothing retailers by 2004.
The retailer opened its first Asda Living store in Walsall, broadening its range to include home goods and general merchandise.
George is now featured in 560 Asda stores across the UK and receives 260 million annual visits to its website.
In November last year, Wethrift’s Affordable Supermarket Fashion Index named George at Asda as the “most” budget-friendly supermarkets for clothing items in the UK.
