Asda to launch new George concept store in Peterborough as part of wider UK rollout
Asda has selected Peterborough for its next standalone George concept store, part of a initiative to rebrand 10 Asda Living stores across the UK in 2026.
The store at Brotherhood Shopping Park will be the first Asda Living site to relaunch under the new George format this year, following the openings of two previous standalone George stores in Leeds and Hull in 2025.
The Peterborough store will feature a new layout aimed at improving the shopping experience and providing easier access to George’s clothing and home product ranges. It will offer expanded selections across womenswear, menswear, childrenswear, and George Home products.
Customers will also be able to access self-scan checkouts and a simplified click-and-collect service. New fashion collections and seasonal home products, including spring denim and Easter ranges, will be available at the store.
George Managing Director, Liz Evans, said: "Peterborough marks a key milestone in our roll-out of stand-alone 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."
The Peterborough store is scheduled to reopen on 12 March 2026.
