Asda trials first standalone George concept store in Leeds
Asda is ushering in a new era for its fashion label George with its first-ever standalone concept store, set to open in its home city of Leeds next month. The move marks a major trial that could eventually replace the grocer’s Asda Living format.
Did you know the George brand was founded in 1989 in collaboration with designer George Davies? As a pioneer of supermarket fashion in the UK, it quickly rose to become one of the country’s largest clothing retailers by 2004. Today, George is sold in over 560 Asda stores nationwide and receives 260 million visits annually to its online platform.
Marking a new era for the affordable clothing label, the supermarket chain is opening a George store at the Crown Point Retail Park. The existing Asda Living store will close on 27 April to undergo a complete transformation, followed by its reopening as a dedicated George concept store on 10 May.
The refreshed format will debut the George Spring/Summer 2025 fashion collection, fronted by supermodel Yasmin Le Bon, alongside high-profile collaborations including Billie Faiers’ latest vacation-ready range and Erica Davies’ new childrenswear line.
On the home front, the store will showcase the new At Home with Stacey Solomon range. Asda’s latest in-store eatery concept, the ‘Kitchen’, will also be on site to offer freshly prepared pizza for post-shopping pit stops.
The pilot store promises a more elevated customer experience, featuring upgraded tech for faster checkouts, new self-serve options and a smoother Click & Collect service.
Liz Evans, Asda Chief Commercial Officer for George and Retail Stores, said: "Our Asda Living stores have been incredibly successful in showcasing the best of our non-food offering under one roof. 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 trusted by millions for offering style and value. This latest transformation is all about making shopping easier and more inspiring with the George brand at its heart."
