Asda is trialling a standalone George store concept which is set to replace its Asda Living format, currently trading in 30 areas across the UK.
The supermarket launched its first Asda Living store in Walsall in 2004, as it looked to expand its offer into home and general merchandise.
The new pilot at its Asda Living store at Crown Point Retail Park in Leeds will put the focus on clothing with an expanded George range, along with homeware, toys and essential baby items.
Asda said it would bring a “major upgrade” to its customer shopping experience, featuring streamlined checkouts, new self-serve options, and a click & collect service.
The pilot will also include a new Asda Kitchen café, which Asda announced it was launching in March to replace its in-store cafés.
George is the second biggest retailer by volume of clothing in the UK. Asda executive chairman Allan Leighton told The Grocer last month one of his key aims was for it to become the number one online and offline clothing retailer by volume.
However, Asda said the trial was focused on finding a new format for its Living stores rather than a complete overhaul of the 560-strong in-store George offering.
The trial store will debut the new George spring/summer 2025 collection, fronted by model Yasmin Le Bon, alongside celebrity collaborations such as the Erica Davies kids’ line and Billie Faiers’ latest range.
Asda Living at Crown Point Retail Park will close on 27 April while the rebrand and refurbishment takes place. The new George concept store will open on Saturday 10 May.
Asda chief commercial officer for George and retail stores Liz Evans said: “Our Asda Living stores have been incredibly successful in showcasing the best of our non-food offering conveniently under one 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 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. 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.”
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