Asda is “accelerating” the rollout of its standalone George concept stores, with plans to open 10 new locations this year.
The concept, which stocks an expanded range of Asda’s George clothing and home lines, launched in Leeds and Hull last year as a replacement for the supermarket’s Asda Living brand.
The first of the new confirmed George sites will open at the Brotherhood Shopping Park in Peterborough, on 12 March.
It will include a “contemporary” new layout, enhanced shopping experience and a “significantly expanded” range of womenswear, menswear and childrenswear alongside lifestyle and interiors homeware.
The new concept will also include more streamlined self-scan checkouts, and a click & collect service.
Asda has not confirmed the locations of the other nine Living stores set to be replaced this year. It currently has stores in Guiseley, Rotherham, Barnsley, Wakefield, Bradford, Oxford, Lincoln, Manchester, Walsall, Coventry and Dartford, among others.
“Peterborough marks a key milestone in our rollout of standalone George stores across the UK,” said George managing director Liz Evans.
“The success of our first concept stores shows the huge potential to make George a destination brand in its own right,” Evans said.
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,” added Evans.
George remains a rare bright spot in the Asda armoury, delivering growth despite the wider struggles of the supermarket.
As well as opening standalone George stores, Asda is working to expand the presence of George within its supermarket estate as part of its ongoing store refits. It’s seen home and clothing categories expanded, as well as a complete refresh of the signage and fixtures.
In January, Asda announced a major restructure of the George fulfilment network to facilitate the expansion. As many as 1,200 jobs are at risk under the plans, which would see George.com fulfilment relocated from Asda depots, and outsourced to DHL by 2027.
Asda opened the first standalone George store at the Crown Point retail park in Leeds, opposite its Asda House HQ, in May.
It’s the second major store investment announced by Asda this week, following proposals to pump £2.5m into 18 of its in-store Asda Opticians.
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