UK DIY News
Asda Opens First 'George' Concept Store
Asda’s first stand-alone ‘George’ concept store has officially opened its doors at Crown Point Retail Park in Leeds, marked by a spectacular launch event on Saturday 10 May, headlined by Spice Girls icon and Leeds native, Mel B.
The retailer recently announced the trial of the new George store, which it hopes to replace its current Asda Living stores across the UK with the new format.
The grand opening was a vibrant celebration with a music and entertainment throughout the day, including a high-energy cyclone challenge offering customers the chance to win thousands of pounds worth of George vouchers to be spent in-store and brass band.
To mark the launch, Asda donated £2,000 to Women’s Aid Leeds, a charity Mel B actively supports as a patron along with an additional £1,000 worth of homeware to help provide essentials to women and families in need.
Speaking at the event, Mel B, said: “I’m really pleased to partner with George at Asda. They have made a significant donation to Leeds Women’s Aid Refuge - both financial and practical - and as patron of National Women’s Aid that is so important to me.
“I’m incredibly proud of my home city and for me it’s all about coming together as a community and I hope this association with George and Asda will continue. “
The new store aims to deliver a fresh, fashion-forward shopping experience focused on the George clothing, home and general merchandise ranges, all in a standalone, modern retail space.
Inside, shoppers were among the first to explore expanded and refreshed George ranges, showcasing even more must-have styles for men, women, children and across the home and garden.
Highlights include the George Spring/Summer 2025 collection, fronted by iconic supermodel Yasmin Le Bon alongside a series of standout celebrity collaborations, including vibrant children’s ranges from Erica Davies and Billie Faiers, as well as the latest At Home with Stacey Solomon Spring/Summer collection.
Sales on the opening day last week saw sales doubled of a usual Saturday, customers and colleagues are extremely excited about the store with comments including:
“The store looks so much better but still cheap as chips!”
Customers aren’t queuing like the used to. The self-scan is so much quicker and easier to manage”
“It’s like John Lewis & next but at asda prices”
George Chief Commercial Officer - Non-food and Retail, Liz Evans, said: “This new concept store represents an exciting step forward for the George brand and we’re incredibly proud to launch it in Leeds first, the home of Asda.
“We’re confident customers will love the expanded collections, inspiring collaborations, and convenient shopping experience the store offers. We were also thrilled to welcome Mel B, a true Leeds icon, to help us celebrate the opening, and equally proud to support Leeds Women’s Aid and the vital work it does to support women and families in the city.”
Leeds Women’s Aid CEO, Nik Peasgood, added: "Mel B is a wonderful patron of National Women’s Aid and a truly passionate advocate for women and children experiencing domestic abuse. As a proud Leeds lass, she’s been a fantastic supporter of our work, and we’re incredibly grateful to her and to Asda for its amazing generosity."
Alongside its clothing and home offering the new store also features Asda’s latest ‘Kitchen’ concept eatery, featuring an upgraded menu of hot and cold favourites, including a new fresh pizza offering. The cafe also offers the supermarkets popular kids eat for £1 deal, which it recently announced had dropped the price to just 60p for the month of May, to celebrate its 60th birthday.
The customer experience has also been enhanced, with streamlined checkouts, new self-serve options, and a hassle-free Click & Collect service.
The new George store is open Monday - Friday from 9am-8pm, Saturday 9am-7pm and Sunday 11am-5pm. Go check it out, now!
Source : Asda
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