The new store will focus on clothing, homeware, toys and essential baby items, with an expanded George fashion range and the debut of its spring/summer 2025 collection, headed up by supermodel Yasmin Le Bon.
Le Bon is the latest star to have signed up to work with a supermarket clothing brand, much to the excitement of fashion fans across the country. Other George celebrity collaborations include Erica Davies kids’ line, Billie Faiers’ latest range and Stacey Soloman’s At Home seasonal homeware collection.
Currently the second-biggest UK clothing retailer by volume, the George trial is focused on developing a new, fashion-forward format for its existing Asda Living stores, rather than overhauling the existing 560-strong in-store George offering.
An expanded George clothing range will make the most of dedicated lifestyle and fashion collections for men, women and children. The extensive George Home section allows Asda to showcase a wider selection of its homeware, garden products and other lifestyle and general merchandise such as toys and partyware.
Asda said the news stores would include a “major upgrade” to the customer shopping experience, offering a streamlined checkout service via new self-service options as well as dedicated Click & Collect pick-up points.
The standalone store also includes a new Asda Kitchen café, which Asda will be rolling out across the country to replace its existing in-store cafés.
“The George brand is deeply woven into our heritage and our customers have a strong connection with it as a trusted name known for delivering both quality and value,” said Asda chief commercial officer for George and retail stores Liz Evans.
“This latest transformation is all about making shopping easier and more inspiring with the George brand at its heart.”
The first Asda Living store launched in Walsall in 2004, as the supermarket focused on expanding its offer into home and general merchandise.
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