Supermarkets giant Asda has revealed that it’s testing a new George standalone concept store that, “if successful, will replace its Asda Living brand portfolio across the UK”.
Given that the Asda Living chain already exists and sells the George range, it’s perhaps less of a revolution than a standalone George store sounds on the surface. But the fact that it’s focusing fully on the George line is undeniably interesting.
The George brand originated in 1989, when fashion designer and retail entrepreneur George Davies partnered with Asda to create it as a clothing-only line. It became the UK’s first-ever supermarket fashion brand the following year. By 2004, Asda was Britain’s biggest clothing retailer, and launched its first Asda Living store in Walsall, expanding its offer into home and general merchandise.
The new George pilot is happening in Asda’s home city, Leeds, at the Asda Living store in Crown Point Retail Park. The store closed at the weekend for the re-brand and refurbishment to take place and the new George concept store will open at 9am on Saturday 10 May.
The company said the space 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”.
It will mean a “bigger and better George clothing range, with even more must-have styles for men, women, and children” being available there, including the new George SS25 collection, fronted by Yasmin Le Bon, “alongside standout celebrity collaborations including the all-new Erica Davies kids’ line and Billie Faiers’ latest sunshine-ready range”.
The George Home section will feature a selection of interior, garden, and lifestyle “must-haves” including the new At Home with Stacey Solomon collection.
Asda added that the customer experience “is also set to get a major upgrade, with faster, easier shopping thanks to streamlined checkouts, new self-serve options, and hassle-free Click & Collect”.
Liz Evans, the retailer’s chief commercial officer George and Retail stores, 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.”
Copyright © 2025 FashionNetwork.com All rights reserved.
