Asda is expanding its standalone George store presence with a new opening in Hull, England, signalling a strategic shift away from its Asda Living brand.
The launch, scheduled for 31 October 2025, follows the successful pilot of the concept in Leeds earlier in the year.
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The Hull store, situated at Anlaby Retail Park, will highlight George’s clothing and homeware selections.
The move is part of the British supermarket chain’s initiative to enhance its non-food division, with plans to unveil a further ten stores under the George brand in the upcoming year.
The retailer has reported a positive response to the revamped store design in Leeds, noting that shoppers have praised its contemporary feel and extensive product range.
The new George store in Hull aims to replicate this success, offering a broad assortment of items including the latest George Christmas collection, exclusive gifting options, and a variety of home and lifestyle products.
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By GlobalDataIn addition to seasonal attire and home decor, the store will feature a comprehensive selection of toys, gifts, party supplies and baby products.
George managing director Liz Evans stated: “Our pilot George store in Leeds has been a tremendous success, thanks to the dedication and passion of our colleagues and the fantastic response from customers. It’s shown us just how much love there is for the George brand and our hero product categories.
“Building on that momentum, we’re excited to bring the stand-alone George store concept to Hull giving even more customers the opportunity to enjoy an inspiring, easy-to-shop experience that celebrates everything they know and love about George.”
Asda recently unveiled significant price cuts across a wide array of product categories amid the rising cost of living.
The retailer reduced prices on 956 products, with an average decrease of 6% and reduction of above 30% on some goods.
Among the key items affected are pantry staples such as pasta, cooking sauces, tea and coffee.
