Building on strong performance in Leeds and Hull, the retailer will transform its Brotherhood Shopping Park site into the first Asda Living location to relaunch under the new concept. 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.

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.

Improvements 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.”