Grocery retailer Asda has initiated a pilot for its new George stand-alone concept store to explore the potential for overhauling its existing Asda Living stores across the UK.
This trial is underway in Leeds — Asda’s hometown — at the Crown Point Retail Park Asda Living location.
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This location shut down on 27 April 2025 to undergo a rebranding and refurbishment process.
The revamped store is scheduled to open as the new George concept store on 10 May.
The pilot store will feature a fresh layout designed to highlight George’s apparel and home goods, as well as toys, baby necessities and a café.
This initiative aims to provide customers with an enhanced shopping experience through a modernised store design.
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By GlobalDataAsda George and Retail stores chief commercial officer Liz Evans stated: “Our Asda Living stores have been incredibly successful in showcasing the best of our non-food offering conveniently under roof, creating a seamless shopping experience for our customers. 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 new George will introduce the Spring/Summer 2025 collection, which includes collaborations with Yasmin Le Bon, Erica Davies and Billie Faiers.
George Home will offer products for interiors, gardens and lifestyles.
Asda is focused on improving customer convenience with upgrades such as efficient checkouts, self-service kiosks and an improved Click & Collect system.
The store will also feature “The Kitchen” by ASDA — a dining area serving both hot and cold dishes with new pizza options.
Evans added: “This latest transformation is all about making shopping easier and more inspiring with the George brand at its heart. Our plans for the new George concept store in Leeds are really exciting and will offer a unique format that truly sets us apart from competitors. We believe this new approach along with our focus on value, quality and standout hero categories will continue to differentiate us in the market and we look forward to hearing what our customers think.”
The George label has been part of the UK retail landscape since its inception in 1989 by fashion designer George Davies in partnership with Asda.
The brand opened its first dedicated home goods store in Walsall in 2004 and now operates within 560 Asda locations nationwide.
This development follows Asda’s recent implementation of facial recognition technology trials in five Manchester stores to bolster safety amidst increasing retail crime incidents.
