Asda to trial new George standalone concept store in Leeds

The pilot store is in Asda’s home city of Leeds at the Asda Living store located at Crown Point Retail Park.

Asda said the store will “be completely transformed” with a new layout to showcase the best of George at Asda clothing and homeware ranges, as well as toys, baby items and a new café area.

The new standalone store will debut George at Asda’s new spring/summer 2025 collection.

The retailer said that the store’s customer experience is “also set to get a major upgrade” with faster, easier shopping made possible with streamlined checkouts, new self-service options, as well as click-and-collect.

The store will also feature one of Asda’s latest ‘Kitchen’ concept eateries—with a fuller menu of hot and cold food, including new fresh pizzas.

The new George concept store will open its doors to the public on May 10.

Commenting on the rebrand plans, Asda chief commercial officer George and retail stores, Liz Evans, said: “Our Asda Living stores have been incredibly successful in showcasing the best of our non-food offering conveniently under one 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.

“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,t and we look forward to hearing what our customers think.”