According to major media reports, Asda has confirmed the first location of its upcoming 10-store rollout. The brand new George store opened at Brotherhood Shopping Park in Peterborough from 9am on Thursday, March 12. The new concept store in Peterborough will feature everyday wardrobe essentials, trend-led seasonal pieces, and contemporary home interiors.
Shoppers will 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. More Asda Living sites will be transformed into George outlets, with Leeds and Hull locations already making the change in 2025. While dates and locations remain unconfirmed, Asda plans to rebrand 10 of its Asda Living stores across the UK this year.
The exact dates and locations for the remaining 9 stores in Asda's 10-store rollout plan for this year have not been disclosed. Liz Evans, George managing director, stated that Peterborough marks a key milestone in our roll-out of stand-alone George stores across the UK. Evans added that the success of our first concept stores shows the huge potential to make George a destination brand in its own right.
Evans also said that 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. It is unknown which specific Asda Living stores besides Leeds and Hull will be transformed into George outlets in 2025.