Asda heads to Hull for second standalone George concept store

Following the successful launch of its first standalone George concept store at Crown Point Retail Park in Leeds in May, Asda is opening a second at Anlaby Retail Park in Hull on 31 October.

The new Hull store forms part of Asda’s broader ambition to open a further 10 George stores across the UK next year, as the retailer looks to strengthen its non-food proposition and enhance customer experience with an improved, modern retail setting.

As per the Leeds store, the Hull space has been designed to feel like a high street fashion destination rather than a traditional supermarket offshoot.

George Managing Director, Liz Evans, said: “Our pilot George store in Leeds has been a tremendous success, thanks to the dedication and passion of our colleagues and the fantastic response from customers. It’s shown us just how much love there is for the George brand and our hero product categories.

“Building on that momentum, we’re excited to bring the standalone George store concept to Hull - giving even more customers the opportunity to enjoy an inspiring, easy to shop experience that celebrates everything they know and love about George.

“This next step marks another milestone in our journey to evolve with our customers, offering them a truly engaging and seamless shopping experience driven by our people, our products and our passion for the brand.”

The new Hull store will offer local shoppers the chance to explore the brand new George Christmas range, from partywear and nightwear to festive decorations and the exclusive Erica Davies gifting collection.

There will also be a spacious homeware department showcasing a selection of interiors, homeware and “lifestyle must-haves”, complemented by George’s celebrity collaborations.

Additionally, shoppers will be able explore an extensive range of toys, gifts, party essentials and baby items, while streamlined self-serve options and click and collect will provide “a faster more convenient way to shop”.