Asda to roll out more George concept stores this year

It forms part of the plans to replace the Asda Living brand portfolio. The first store opening of the year will be in Peterborough, on March 12.

The launch of the George stores occurred last year in Leeds and Hull, which the supermarket said “delivered an overwhelmingly positive customer response”.

The rebranded store at Brotherhood Shopping Park in Peterborough will feature a new layout designed to “enhance the shopping experience” and make it easier for customers to explore ranges.

The new stores are part of Asda’s investment to create spaces that celebrate the non-food categories such as fashion and home, aimed at delivering “quality, style and value”.

Self-scan checkouts and a more convenient click-and-collect service will also be included in the store.

George managing director Liz Evans said: “Peterborough marks a key milestone in our rollout of standalone 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.”