Asda to Open New Standalone George Concept Store in Peterborough

Asda is accelerating the rollout of ten standalone George concept stores in 2026, beginning with Peterborough. Building on strong performance in Leeds and Hull, the retailer will transform its Brotherhood Shopping Park site into the first Asda Living location to relaunch under the new concept. The new format features expanded ranges, a contemporary layout, improved services, and reflects Asda’s strategy to transition its Asda Living estate into George destinations. The new George Peterborough store will open at 9am on Thursday 12th March.

Expansion follows strong performance of existing concept stores

Asda is accelerating plans to open ten standalone George concept stores this year, as the retailer continues its plans to replace its Asda Living brand portfolio across the UK by starting with Peterborough.

The move follows the strong performance of the first two stand-alone George stores, which opened in Leeds and Hull in 2025 and delivered an overwhelmingly positive customer response.

Peterborough transformation reflects Asda’s investment into enhancing retail environments

The Peterborough launch marks the next phase in Asda’s strategy to transition its Asda Living portfolio to the George format.

The store at Brotherhood Shopping Park will be transformed into a dedicated George destination, becoming the first Asda Living site to relaunch under the new format in 2026.

This transformation reflects Asda’s continued investment in creating inspiring, easy-to-shop environments that celebrate its hero non-food categories. From everyday wardrobe essentials to trend-led seasonal pieces and contemporary home interiors, the new concept store aims to deliver quality, style and value synonymous with the George brand.

Customers set to benefit from enhanced store offering

The rebranded store will feature a contemporary new layout designed to enhance the shopping experience and make it easier than ever for customers to explore the brand’s expanded ranges.

Customers can expect a significantly expanded clothing offer across womenswear, menswear and childrenswear, alongside a broader George Home range featuring an even wider selection of interiors and lifestyle products. Shoppers will also be among the first to discover the latest fashion launches, including the Yasmin Le Bon and Amber Le Bon spring denim collection and Stacey Solomon’s exclusive George Home Easter range.

There will be streamlined self-scan checkouts for quicker transactions and a simplified and more convenient click and collect service.

George managing director, Liz Evans, said: “Peterborough marks a key milestone in our roll-out of stand-alone George stores across the UK. The success of our first concept stores shows the huge potential to make George a destination brand in its own right. 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."

Source :  Asda

Image : Asda

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