Living format still on track
Asda has put the brakes on the roll-out of its George standalone chain.

The about-face follows bullish expansion plans outlined late last year, when the Wal-Mart-owned retailer circulated a brochure among property agents listing 50 target locations.

Asda has opened three George stores this year - in Swansea, Chester and Norwich - and had been targeting a total of 20 stores by the end of this year. However, agent GVA Grimley is understood to have slowed the pace of acquisitions.

A source close to Asda said: 'The slowdown is for the [George] high street format for a period, while Asda reviews all the stores that are open to date. It will look at the operation to see what's working and what needs to be improved.'

However, the thinking does not extend to fledgling homewares chain Asda Living, launched in Walsall last year. Asda has opened Living stores at Altrincham and Barnsley this year and is to have five by the end of 2005. The 40,000 sq ft (3,715 sq m) format carries homewares, electricals and George clothing.

George trades from units of 10,000 sq ft to 20,000 sq ft (930 sq m to 1,860 sq m) on the high street. The 10th George store will open in Brighton this month, with branches at Southend and Middlesbrough slated for next year.

The grocer is committed to the£2 billion George brand and opened a London design studio this summer.

An Asda spokesman said: 'George high street stores and Asda Living are both at the trial stage.'