George strays from Asda, debuting fashion-led concept store
Asda, along with The Spice Girls' Mel B, has opened the doors to its first standalone George concept store at Crown Point Retail Park in Leeds. Marking a new chapter for the retailer, the space was designed to feel like a high-street fashion destination rather than a traditional supermarket offshoot.
The new format Leeds store could serve as a blueprint for the future of George’s bricks-and-mortar strategy, as Asda looks to boost non-food sales by repositioning George as a credible standalone fashion and lifestyle retailer. The aim: to deliver a modern, curated shopping experience that puts the offshoot's fashion-forward identity front and centre.
The retailer has been actively investing in growing the George brand’s relevance through collaborations with Erica Davies, Billie Faiers, and Yasmin Le Bon - all of whose ranges feature in the new concept store alongside George’s Spring/Summer 2025 collections.
Liz Evans, George's Chief Commercial Officer Non-food and Retail, said: "We’re incredibly proud to launch this new concept store in Leeds, the home of Asda.
"It represents an exciting step forward for the George brand. We’re confident customers will love the expanded collections, inspiring collaborations, and convenient shopping experience the store offers."
Alongside elevated product presentation, the 18,000 sq ft store features streamlined checkouts, new self-serve options, a dedicated Click & Collect area and even a revamped 'Kitchen' café concept for shoppers to refuel at.
View this post on Instagram
Opening day sales more than doubled a typical Saturday’s performance, with early customer feedback highlighting the store’s clean design, ease of navigation and value-driven pricing. "It’s like John Lewis & Next but at Asda prices," one shopper remarked.
While the launch event was marked by an appearance from Leeds native and Women’s Aid patron Mel B, who helped celebrate Asda’s £2,000 donation to Leeds Women’s Aid and £1,000 in homeware for local families, the spotlight remains firmly on reimagining the George brand for a new era of fashion-focused retail.
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 its first standalone store in Leeds.
